By M&C Movie News May 16, 2007, 11:22 GMT
CANNES (M&C) - Kodak May 16, announced it will host - with 3ality Digital and REAL D - a private reception celebrating the world premiere screening of U2 3D, the legendary rock band’s eagerly anticipated concert.
The digital presentation officially debuts during the 2007 Festival International du Film Midnight Screening Section.
The exclusive, invitation-only reception, which will be held at the Kodak Pavilion on Saturday, May 19, will also highlight the latest technological advances in digital 3D cinema. 3ality Digital, which produced U2 3D, collaborated with REAL D, the world leader in digital 3D movie technology, on whose platform the film will be shown.
“This production is a milestone in the evolution of digital 3D production and delivery,” said Bob Mayson, general manager and vice president, Kodak Digital Motion Imaging. “The evening will, for the first time, deliver on two ‘promises’ of digital cinema:3D that goes far beyond the fantasy of animation, and alternative content that’s never been available in a cinema before. Kodak is happy to join 3ality and REAL D to celebrate the uniqueness of 3D and its exciting future.”
3ality produced the movie by shooting U2 in seven different concerts, using as many as nine cameras, during the band’s most recent South American tour. When the movie is released worldwide later this year, this digital presentation will be shown on REAL D systems currently installed in theaters around the world.
“We take the cinema audience into the crowd, above the band, and up on stage,” said Steve Schklair, CEO, 3ality Digital. “Our cameras were everywhere and the sense of depth and dimension is incredible. This is high-energy entertainment that will bring moviegoers to their feet and keep them there. They’ll be part of an event in ways they’ve never been before. This is more than a concert; it’s a unique cinema experience.”
REAL D is accelerating its efforts to ensure that theaters world-wide will be equipped later this year to present U2 3D to consumers with all the magic that three-dimensional imaging conveys.
“We expect to have more than 1000 REAL D systems installed by that time,” said Joseph Peixoto, President, Worldwide Cinema, REAL D. “This is the first live action presentation to be released in REAL D and truly moves the medium forward. It provides a glimpse into the future of cinematic entertainment.”
In March, during ShoWest in Las Vegas, REAL D used Kodak’s system to show a preview of the concert to exhibitors and distributors. Their reception was enthusiastic.
“In support of digital 3D – and our partnership with REAL D and 3ality - we’re pleased to be co-hosting the pre-screening party with them here,” Mayson said. “This promises to be an amazing evening.”
About REAL D: REAL D is bringing the premier digital 3-D experience to cinemas worldwide. With over 700 screens in 14 countries currently and 1000 screens expected later this year, REAL Dhas the world’s largest 3-D platform. Beyond cinema, REAL D is the worldwide inventor and provider of key stereoscopic technologies used in science, marketing and other industries. REAL D’s mission-critical 3-D visualization technologies are used by organizations such as NASA, Pfizer, BMW, Boeing and more.
About 3ality Digital: 3ality Digital is an integrated entertainment company dedicated to producing high-quality live-action 3 Dimensional entertainment, Feature films, and commercials. Bringing together the most creative and experienced minds in 3D production and digital post-production, 3ality Digital has created a unique environment that provides products made with uncompromising quality. 3ality Digital is at the forefront of all aspects of this emerging entertainment platform and provides both creative and production mastery for 3D content that truly engages its audience in a way never before experienced.
About Eastman Kodak Company: Kodak is the world’s foremost imaging innovator. With sales of $10.7 billion in 2006, the company is committed to a digitally oriented growth strategy focused on helping people better use meaningful images and information in their life and work. Consumers use Kodak’s system of digital and traditional products and services to take, print and share their pictures anytime, anywhere. Businesses effectively communicate with customers worldwide using Kodak solutions for prepress, conventional and digital printing and document imaging; and Creative Professionals rely on Kodak technology to uniquely tell their story through moving or still images.
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