3D cinema adding new dimension

“3D literally is adding a whole new dimension to cinema going,” says Fiaz Mahomed CEO Ster-Kinekor Theatres. “It is opening up new categories for cinema, most notably music and live performance, which are really able to come into their own in the ‘big-screen, big-sound' cinema environment.”

Launched in October last year by Ster-Kinekor Classic, the first film release, Beowulf 3D, holds the honour of having the fourth highest box office return per print in history, just behind the all-time blockbuster Titanic. Walt Disney Pictures' 3-D feature Hannah Montana & Miley Cyrus: Best of Both Worlds Concert, which is currently on circuit, had the highest grossing three-day opening weekend for any 3D release to date.

Industry predictions

The domestic box office success supports the industry predictions that 3D format will become the standard for cinema goers. Dreamworks Animation went on record last year stating that from 2009, all of its films would be released in 3D. Adding his voice to the excitement surrounding the new 3D format, Titanic director James Cameron declared that he had seen the future of movies and it was in digital 3D.

Added Mahomed, “These are multimillion rand investment we have made in 3D projection and sound and forms part of our vision of constantly finding ways to wow audiences with the latest content, both conventional and unconventional.”

Further records are expected to be smashed when U2 releases its first-ever 3D filmed performance U2 3D, recorded on the final leg of its Vertigo tour in South America, today, Friday, 22 February 2008.