Christie, a global leader in cinema projection, was pleased to present Paramount Pictures’ highly anticipated G.I. JOE: RETALIATION on March 28 at AMC Theatres’ (AMC) Burbank 16’s ETX theatre. Christie joined forces with AMC using laser projection technology to project the 3D movie at brightness levels of 14 foot lamberts (ft-L) – a ‘first’ in the world of commercial cinema projection – on a 65-foot wide screen. This technology test is lasting for a two-week period and is the first time that the general public will be able to enjoy compelling, immersive 3D images delivered at 2D light levels.
Paramount, Metro-Goldwyn-Mayer Pictures (MGM) and Skydance Productions, in association with Hasbro, released G.I. JOE: RETALIATION in digital 3D theatres across the U.S. and Canada from 28th March.
“As a leader in innovation in the movie exhibition industry, AMC Theatres continues to push the envelope, looking for new ways to improve the cinema-going experience for our customers,” said Dan Huerta, vice president, Digital Systems, AMC. “We are delighted to work with Christie to host this technical demonstration that could equate to a major advancement in cinema-illumination levels.”
Mark Christiansen, EVP of World Wide Operations for Paramount Pictures said, “We fully support the advancement of cutting edge technologies to further enhance the theatrical presentation for cinema-goers. Laser projection provides incredible brightness, making each film look all the greater, but its impact on 3D is startling.”
Noted Dr. Don Shaw, senior director, product management, Christie Entertainment Solutions, “Audiences will be impressed with 3D shown at 14 foot-lamberts utilizing this future technology, which is much brighter than what current technology produces on most screens. This test of our laser technology will demonstrate how spectacularly a film-maker’s vision can be realised when shown at light levels normally only possible for 2D movies. Audiences who attend the AMC Burbank 16 during the laser demonstration will see a significant increase in the typical contrast ratio for 3D on a crystal-clear 4K projector and we’re confident that the average cinema-goer will relish this new level of immersive experience.”
Christie Laser-Projection Juggernaut Gaining Speed, Building on Previous Successes Commenting on the laser projector test, Dr. Shaw said, “This is not the first time that Christie has employed
laser technology to stretch the boundaries of digital cinema projection. Last year, Christie also showed select exhibitors in Asia how 72,000 Lumens could be achieved, in a demonstration of our prototype laser projector in Beijing.
“And at IBC 2012 Amsterdam this past September, I was pleased to preface the showing of Hugo 3D – the first CPG (Cameron Pace Group) certified film – along with noted stereographers, Demetri Portelli and Corey Turner (‘Transformers: Dark of the Moon’), which was then projected using Christie’s laser-light projector prototype.”
Christie hosted its first laser projector demo for cinema industry luminaries including Douglas Trumbull, Gordon E. Sawyer Academy Award winner, at its High Frame Rate Summit held in its manufacturing and engineering headquarters in Kitchener, Ontario in April 2012.