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18/01/2008

U2 3D To Premiere In Dolby 3D At Sundance Film Festival

Dolby Laboratories, Inc. has announced that the world premiere of 3ality Digital Entertainment’s U2 3D, distributed by National Geographic Entertainment, will be shown in Dolby 3D Digital Cinema on Saturday, January 19, at the 2008 Sundance Film Festival.
Dolby 3D’s unique technology provides an incredible visual experience and allows Sundance Film Festival organizers to quickly transition screenings from standard 2D format to 3D without the use of silver screens.
“Dolby 3D is an ideal solution for the Sundance Film Festival, as it allows us to easily switch between 3D and 2D films. Since we have a full slate to screen, we cannot afford to devote one theatre entirely to 3D,” said Sarah Pierce, Director of Operations, Sundance Film Festival. “By using the white screens already in place, we can shift between formats within minutes.”
Dolby 3D Digital Cinema uses a unique colour filtering technology licensed from Infitec that provides realistic color reproduction and extremely sharp images without the use of silver screens, delivering a great 3D experience to every seat in the house. Furthermore, the Dolby 3D filter wheel inside the projector easily moves out of the light path when switching from 3D to 2D digital cinema presentations.
“We are delighted that the premiere of U2 3D at Sundance will be shown in Dolby 3D,” said David Franks, U2 3D Visual Effects & Imaging Supervisor, 3ality Digital Systems. “Dolby 3D preserves the movie’s image integrity and provides a sharp and vibrant picture, so audience members will actually feel like they are at the U2 concert.”
The Dolby 3D filter wheel is compatible with Digital Cinema Initiatives (DCI) compliant projectors featuring Texas Instruments’ Digital Light Processing (DLP) digital cinema technology and is inserted into the light path before the image is formed, delivering a stable and sharp picture. Additionally, Dolby’s eco-conscious solution provides patrons with high-quality, reusable 3D glasses for an enhanced and environmentally friendly 3D viewing experience.
“We’re proud to be selected for the premiere of 3ality’s U2 3D at the Sundance Film Festival,” said John Iles, Vice President, Cinema, Dolby Laboratories. “Dolby has worked with Sundance for many years by supplying sound support for screenings, so providing our latest 3D technology this year is a natural extension of our commitment to the festival.”
More than 100 Dolby 3D screens are expected to be available to play U2 3D worldwide by the time of its release. To date, Dolby 3D has presented titles such as Walt Disney Pictures’ Meet the Robinsons, Tim Burton’s The Nightmare Before Christmas 3D and Paramount Pictures/Warner Bros.’ Beowulf. Upcoming Dolby 3D presentations include Fly Me to the Moon (nWave Pictures), Hannah Montana (Disney), and Journey 3D (New Line).
For a complete list of Dolby Digital Cinema and Dolby 3D Digital Cinema locations, visit:
www.dolby.com/consumer/motion_picture/ddcinemas/
(DS)
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