The Hindu Business Line : Sathyam Cinemas is now 3D ready

Chennai, Aug. 19 An added investment of over Rs 35 lakh has made the city’s Sathyam Cinemas the first multiplex in the country to have its screens equipped with 3D or the 3-Dimensional technology compatible to play 3D content and comply with the Hollywood Studio-approved Digital Cinema Initiative (DCI) specification.

DCI is a joint venture between Disney, Fox, Paramount, Sony Pictures Entertainment, Universal and Warner Bros. Studios, which was formed to establish document and voluntary specifications for an open architecture for digital cinema that ensures a uniform and a high level of technical performance, reliability and quality control.

“We spent the money in installing new silver screens, installing 3D-compatible projectors and servers. Overall, the investments have been between Rs 35 and 40 lakh,” said Mr Tan Ngaronga, COO, Sathyam Cinema, speaking to Business Line.

The Qube XP-D Digital cinema servers deployed at Sathyam are developed indigenously by the Chennai-based Real Image Media Technologies. “With digital cameras and projection making 3D production and exhibition practical, soon 3D will become the mainstay of the cinema exhibition industry,” said Senthil Kumar, Director, Real Image.

Meanwhile, Mr Ngaronga maintained that the multiplex will not hike the ticket prices for 3D movies. Instead, it would charge an additional Rs 40 for 3D glasses. Therefore, a moviegoer interested in watching 3D movies will pay Rs 160 (Rs 120 plus Rs 40) for a high-end 3D experience. Of course, the glasses will have to be returned after the movie.

“We do not have any major plans to market the technology as of now. It is all about providing an elevated cinematic experience to moviegoers. And with moviemakers, we will have the first-mover advantage,” he added, speaking at the special screening of Journey to the Centre of the Earth, a new Hollywood 3D movie directed by Eric Brevig, who is well-known for his use of visual effects.

The film is being distributed by Insight Media in India, which spent over a $1 million to buy the rights for distribution in India.

The film will soon be dubbed in southern regional languages.

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