Fox backs laser projection to lift 3D box office
ScreenDaily.com reports that the era of laser illuminated projection came a little closer over the weekend following screenings of Life of Pi and Dawn of the Planet of the Apes using new Christie Digital technology which promise to lift levels of 3D movies to a par with that enjoyed in 2D.
The presentations, on Saturday and Monday at cinema and TV trade show IBC in Amsterdam, marked the first time a full length feature has been screened with Christie 6P Laser Projection.
20th Century Fox, which flew four executives into Amsterdam for the occasion, regraded both films to suit the higher brightness levels and has pledged to master all of its future 3D releases at 14 foot-lamberts / fL, the same light levels as 2D and a substantial improvement on the 4 or 6 fL possible with existing 3D digital projectors.
“Exhibitors who are enjoying the 3D ticket premium need to step up and install equipment that’s going to allow them to present 3D in the proper brightness,” urged Don Shaw, Snr director, product management, Christie.
“One of the main complaints by studios is that exhibitors are playing 3D at light levels which are too low – only 10-30% of light levels of 2D films.