Magazine article Screen International

RealD Launches Large Format Brand

Magazine article Screen International

RealD Launches Large Format Brand

Article excerpt

Tech company launches LUXE, backed by studios, at CineEurope.

Cinema technology company RealD has launched LUXE, a 2D and 3D premium large format (PLF) brand.

"LUXE: A RealD Experience" auditoriums are expected to launch this winter beginning in Europe and will include the rebranding of existing PLF locations as well as new auditoriums upgraded to minimum technology specifications, which will include use of RealD 3D, floor-to-ceiling screens of at least 16 meters in width, 3D sound and auditorium rakes.

Bob Mayson, managing director of RealD Europe, told Screen that early adopt markets would likely include Russia, Ukraine, Kazakhstan, South Africa, Bulgaria, Romania and the Balkans.

The new initiative, announced at CineEurope, is understood to have the support of all major US studios. Exhibitors known to be on board include Russia's Karo Film and Arena Cinema in Bulgaria.

The new standard will be competing for audiences with existing large format brands including IMAX and exhibitor-own brands such as Vue Xtreme.

"Disparate premium large format brands have limited the potential of today's high-end cinema offerings," said Joseph Peixoto, president, worldwide cinema at RealD.

"With an alphabet soup of brands and differing amenities in each auditorium, moviegoers have been left unable to truly equate their PLF experience with a single offering.

"'LUXE: A RealD Experience' intends to solve this puzzle by unifying the exhibition community under one brand with one set of industry leading technology standards for an exceptional entertainment experience moviegoers will seek out for years to come. …

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