Mumbai: When Walt Disney Pictures’ newest animated comedy adventure Bolt opens Nov. 21 audiences in more than 1,000 theatres will not only enjoy a family film about an action-star dog who believes he has superpowers, they will be able to see it in RealD 3D, then — with no superpowers required — help save the earth by recycling their 3D glasses in the theater.
With the opening of Bolt, RealD is expanding a comprehensive eyewear recycling program, available for moviegoers to deposit their glasses after seeing a film. However, moviegoers will continue to have the option of keeping their glasses as a souvenir to remember their RealD movie experience. Since RealD launched as a company, recycling its glasses has been a goal. When Journey To The Center Of The Earth opened in July, it began a successful pilot program with several exhibitor partners, leading to the new comprehensive program. There are over 30 3D films already announced to be released within the next three years.
"Like any successful recycling program, it’s about making it easy for people to recycle," stated RealD chairman and CEO Michael V. Lewis. "We appreciate the participation of our exhibitor partners and know that audiences will appreciate the convenience as well."