Technicolor rolls out 3D plan
Studios back new theatrical format
by David S. Cohen
Technicolor`s 3D-on-film solution is finding some traction in the marketplace. The lab and post-production giant has announced support for Technicolor 3D from DreamWorks Animation, Lionsgate, Paramount, Overture, Universal Studios, Warner Bros., and the Weinstein Co., all of which aim to release pics in the format.
The system aims to address the shortage of digital 3D screens by using conventional celluloid film prints capable of 3D imaging.
No exhibitors have yet announced they will install the system, but Ahmad Ouri, Technicolor`s president of strategy, technology and marketing, said he expects to announce the first deployment deals for Technicolor 3D at ShowEast next week.
"There has been a little bit of chicken and egg," he said, "so we are pursuing a strategy of getting content owners and studios on board first."
Ouri said of these seven companies, "If we have screens available, then they will release their content in this format." Between them, they have 17 stereoscopic 3D (S3D) releases skedded for 2010.
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