Regal Entertainment Group, owner of the largest movie circuit, is going 3-D. Through an agreement with RealD announced Wednesday, the theater chain plans to roll out 1,500 3-D-capable screens over the next two years.
The agreement calls for RealD to provide the 3-D equipment in exchange for a revenue-sharing pact with Regal.
With Regal jumping on the 3-D bandwagon, 3-D screens will soon be installed by RealD in a total of 3,500 movie screens. Currently, only 1,000 screens are 3-D ready.
“I believe this partnership between Regal Entertainment Group and RealD marks a defining moment for the greatest transformation in movie-going in 70 years,” said Jeffrey Katzenberg, CEO of DreamWorks Animation.
Represented by National CineMedia, the 3-D screens also hold promise for advertisers, which could use 3-D as to project their products and services practically in the lap of moviegoers.
Movies that are lined-up for 3-D release include Twentieth Century-Fox Film’s Ice Age 3: Dawn of the Dinosaurs and Avatar.