First in the Philippines Shang digital cinema introduces active 3D glasses

http://today3d.blogspot.com/2010/02/first-in-philippines-shang-digital.html

The joy of going to the movies comes from the sensorial treat of being pulled into the reel world while watching stories unfold on the big screen. Films are grand and larger than life. The setting and environment —a gigantic screen, surround sound, the darkness, and recently, the spate of 3D technology— can make huge alterations as to how we can truly enjoy a movie.

It still holds that the only way to view films as they have been intended to be seen is through the cinema, and the timeless allure of the experience continues to capture audiences.

Premiere lifestyle destination Shangri-la Plaza continues to provide film enthusiasts with endless cinematic pleasures, what with the world-class Shang Cineplex — five theaters with state-of-the-art technology and design, one of which, Cinema 1, will be transformed into the Shang Digital Cinema and outfitted with the latest 3D digital system that makes use of active 3D glasses for moviegoers.

The A-1 movie theater will be the first in the country to make use of XpanD active 3D glasses.

Shang Plaza EVP and general manager Lala Fojas says that the decision to adopt the latest technology is a strategic move that will allow the mall to address discriminating consumers' rising expectations.

"In catering to sophisticated lifestyles, the Shang Cineplex seeks to provide patrons with incomparable entertainment. Continuously enhancing the cinematic experience is our top priority. Installing the latest in 3D technology and introducing the use of active 3D glasses—a first in the country, is one of the ways that we can achieve this objective."

Powered by a specialized fast-switching liquid-crystal cell, called the "pi-cell," the active 3D glasses offer "fast switching, optimal extinction ratios (the time it takes for the shutter to block the eye), and a wide viewing field." Of course the most important part is the glasses put a premium on comfort and wearability.

The technology allows the glasses to provide better brightness and color accuracy, thus maximizing the experience for users and providing a whole new dimension to cinema.