Summit Supports Technicolor 3D

http://www.digitalcinemareport.com/node/2045

Submitted by Nick Dager on Sun, 10/31/2010 - 16:28.

 

Technicolor and Summit Entertainment have entered into an agreement to release the upcoming action adventure Drive Angry in North American movie theatres in the Technicolor 3D format.

The film, which stars Nicolas Cage, Amber Heard and William Fichtner, was directed by Patrick Lussier, and was shot entirely in 3D and is set for release on February 11, 2011.  Summit Entertainment will make Drive Angry available to exhibitors in both Technicolor 3D and digital 3D formats.

"Technicolor 3D allows us to bring Drive Angry to a wider number of theatres in 3D," says Richie Fay, president of domestic distribution for Summit Entertainment.  "We see Technicolor 3D as a great bridge solution for the industry as the digital cinema conversion progresses."

Technicolor 3D is currently installed on more than 300 screens in North America, and has recently launched internationally in the United Kingdom, Germany, Italy, Spain, and Japan. The format was initially launched in theatres in March 2010.  To date, nine films have been released in the format, including features from DreamWorks Animation, Lionsgate, Paramount Pictures, Universal Pictures, Warner Bros., and The Weinstein Company.  Upcoming titles planned for release in the Technicolor 3D format include Jackass 3D, Saw 3D, Megamind and Yogi Bear.

"Since the launch of Technicolor 3D in movie theatres last spring, we've had tremendously positive feedback from our studio partners, our exhibitor partners, and moviegoers," says Joe Berchtold, president of Technicolor's creative services division. "We're thrilled to be working with Summit Entertainment on the release of Drive Angry in the Technicolor 3D format."

In related news, in preparation for a full Asian roll out of its Technicolor 3D system this fall, in September Technicolor Asia did a test run of its 3D system during the Piranha 3D engagement in Bangkok at the Esplanade Cineplex Ngamwongwan-Khae-Rai theatre.
 

Using an independent academic research department from Sripatum University, exit polls were conducted of viewers watching the movie in Technicolor 3D and in digital 3D. While the size of the survey pool was moderate, results indicated that a majority of the participants in both sample groups had a positive perception of the 3D quality and experience - overall mean scores from both sample groups were statically defined as "very good". 
 


According to the survey, 96.6 percent of both sample groups responded they would watch more 3D movies in the future.
 
"We are pleased the results of the survey by Sripatum University concur with other independent surveys Technicolor has commissioned in the United States to assess the quality and experience of Technicolor 3D," says Tim Meade, Technicolor 3D sales and marketing director, Asia Pacific. "This is proof positive that Technicolor 3D will perform as well as digital 3D in theatres all across the region."
 


"With only 10-20 percent of movie theater screens across Asia Pacific 3D capable, Technicolor 3D offers theater owners an affordable, easy to use 3D system that has proven to increase box office revenues," Meade says.
 
Technicolor 3D is currently installed on more than 300 screens in North America, and has recently launched internationally in the United Kingdom, Germany, Italy, and Spain. To date, nine films have been released in the format, including features from DreamWorks Animation, Lionsgate, Paramount Pictures, Universal Pictures, Warner Bros., and The Weinstein Company.