One question I am asked repeatedly by exhibitors is about the success of Technicolor’s 35mm film-based 3D solution. Rather than being asked by those in an exploratory phase, it oftem seems as if the question is being posed so that I can confirm someone’s doubts or decision not to install the technology. Usually I simply point people to an August press release Technicolor issued announcing they had deployed the system on more than 250 screens.
Two weeks ago during ShowEast, Technicolor shed a little more light on the subject with two additional press releases. The first detailed an agreement the company had reached with the Milwaukee, Wisconsin based Marcus Theatres to install their film-based 3D system on at least 15 screens. It also contained the following paragraph which, depending how you read it, may help answer the question about the format’s success:
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”.