Technicolor, a holdout for film-based 3D movie projectors, announced today that its 3D-on-film technology will be installed at over 150 movie screens in the next couple weeks, in time for Clash of the Titans.
Technicolor 3D is a lower-cost alternative to digital 3D projection for movie theaters that may not have huge budgets. The company hopes it will invigorate independent and small theaters to offer 3D screenings as the trend continues to expand.
Joe Berchtold, President of Technicolor's "Creative Services" division, commented on the announcement at an industry trade event in Las Vegas: "This is a win-win for exhibitors and studios that will generate immediate additional revenues from greater attendance and 3D ticket premiums, and provide a bridge solution to the digital transition."
Technicolor also offers a "pay-as-you-go" plan for theaters, allowing them to essentially rent the 3D technology for each film instead of having to pay a huge start-up cost for equipment that will only be used sporadically.
The company's 3D system will first be put to mass use with the release of How To Train Your Dragon on March 26.
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