MUMBAI: RealD Inc and AMC Entertainment Inc. have inked an agreement to equip up to 1,000 additional screens with RealD 3D technology across the AMC circuit in the United States and Canada.
The commitment will raise AMC’s total RealD 3D-enabled screen count to approximately 2,500 screens, ultimately accounting for RealD 3D capability in nearly 50 percent of AMC auditoriums. Installation of the additional 1,000 RealD 3D-enabled screens has already begun.
“RealD 3D is the most highly attended premium format option across AMC theaters. A substantial number of our guests are choosing RealD technology as their preferred way to experience movies at AMC and the addition of more screens will open this opportunity to even more moviegoers,” said AMC CEO and president Gerry Lopez.
“Recent film releases have been constrained by available 3D screens and have played in more 2D show times than 3D, limiting each film’s 3D box office potential from the start. With AMC broadening their installation base of RealD 3D technology, they will be able to better serve their audience through wider 3D show time availability,” said RealD chairman and CEO Michael V. Lewis.
As of 6 June, 2011, RealD has deployed its 3D technology on over 16,700 theatre screens worldwide.