RealD cinemas gain exclusive access to 3D opera - Screen Digest Commentary

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Published: 14 May 10

RealD, the leading stereoscopic theatrical platform has agreed deal with the UK's Royal Opera House (ROH) to distribute full length productions of select performances exclusively to cinemas equipped with its technology. ROH will produce several performances in 3D starting with Bizet's Carmen for theatrical distribution in Q3 2010, with other 3D opera and ballet performances to be announced in due course. Although RealD has a proprietary live 3D solution, performances will be released as recorded material, but filmed using 3D cameras over two separate sessions. ROH audiences attending these sessions will be offered tickets at a discounted rate due to intrusive nature of the 3D camera work.

 

RealD-enabled cinemas have exclusive rights to the ROH 3D performances, one of the first unique content deals on the theatrical platform. This exclusivity mirrors a broadcast model of distribution, to date, atypical of content on a digital cinema platform, mostly due to the fact that the digital and 3D screen base was still restricted. Despite the exclusive nature of the deal, ROH 3D content has potential release width to RealD's approximately 5,500 screens worldwide. They account for the majority share of worldwide digital 3D installations.

 

Opera is already one of the most successful genres in the alternative programming sector, although it is predominantly sent live via satellite, with repeat screenings usually offered as the recorded versions. Due to its exclusiveness, the live element is linked to higher ticket pricing. Nonetheless, the 3D element will provide a unique, immersive experience which will in turn justify incremental pricing for both live and recorded versions of 3D events.