MUMBAI: Technicolor 3D will launch in North America on more than 150 screens with the release of Warner Bros. Clash of the Titans on 2 April.

Technicolor 3D is a new 3D system for 35mm projectors, enabling exhibitors to equip theatres for high-quality 3D at a fraction of the cost of installing a digital 3D projection system. Technicolor 3D utilizes a new split-lens for projectors and over-under film prints created with patent-pending digital processes to optimize the motion picture image for 35mm 3D projection. Technicolor’s pricing model features a pay-as-you-go business model than has proven particularly attractive to theatre owners in mid and small size markets where the cost to convert to digital projection may be difficult to justify.

"Technicolor 3D offers exhibitors a high quality solution at a low cost of entry, and helps get the industry past the current shortage of 3D screens. This is a win-win for exhibitors and studios that will generate immediate additional revenues from greater attendance and 3D ticket premiums, and provide a bridge solution to the digital transition," said Technicolor’s Creative Services business president Joe Berchtold.

Due to overwhelming global demand for more 3D screens, Technicolor is expanding its 3D offering internationally to UK, Spain and Italy starting immediately. Technicolor has partnered with German-based TC3D to act as its sales and marketing agent for Germany, Austria and Switzerland. The system launched with a demonstration at the Berlin Film Festival in February. In addition, Technicolor has formed a strategic alliance with FujiFilm to market the 3D solution in Japan starting in April.