AMC Entertainment has agreed to add RealD 3D technology to as many as 1,000 more screens in the U.S. and Canada.
The companies announced the agreement today (July 28) that will raise AMC’s total RealD 3D-enabled screen count to approximately 2,500 screens, ultimately accounting for RealD 3D capability in nearly 50% of AMC auditoriums. Installation of the additional 1,000 RealD 3D-enabled screens has already begun.
“RealD 3D is the most highly attended premium format option across AMC theatres,” said Gerry Lopez, Chief Executive Officer and President, AMC.
“Recent film releases have been constrained by available 3D screens and have played in more 2D show times than 3D, limiting each film’s 3D box office potential from the start,” said Michael V. Lewis, Chairman and CEO of RealD. “With AMC broadening their installation base of RealD 3D technology, they will be able to better serve their audience through wider 3D show time availability.”
As of June 6, 2011, RealD has deployed its 3D technology on over 16,700 theatre screens worldwide.
— By Scott Hettrick