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More 3-D cinema ads are just around the corner.
Nearly 14,000 movie theaters operated by the three largest chains are set to install digital projection systems from Digital Cinema Implementation Partners, a joint venture of AMC Entertainment, Cinemark Holdings and Regal Entertainment Group. The three chains formed DCIP to deploy digital projection systems at movie theaters in the U.S. and Canada.
The rollout of the digital screens was made possible by $660 million of new financing, DCIP announced yesterday.
The number of theaters that could handle 3-D technology has limited 3-D cinema advertising.
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