Live Football is 3D Screened in Three U.S. Theatres
Submitted by Anonymous on Wed, 12/10/2008 - 14:09.
Clearview, Mann and National Amusements
The National Football League, 3ality Digital and RealD joined forces to test a three-dimensional broadcast experience that could create a new viewing standard for televised sports. The first-ever live broadcast of an NFL game in full digital 3D format featured the NFL Network's Thursday Night Football game December 4th between the San Diego Chargers and the Oakland Raiders was shot and transmitted by 3ality Digital and shown to invited guests at RealD 3D-enabled Clearview Cinemas, Mann Theatres and National Amusements theatres in Boston, Hollywood and New York City.
Collectively, all three circuits have more than 160 RealD theatre locations, with major expansions planned for 2009. Technicolor Digital Cinema provided the satellite transponder time and digital downlink services to each theatre.
"The NFL has played an important role in the evolution of media and consumer acceptance of emerging technologies and we're pleased to work with 3ality Digital and RealD to glimpse into the future," says Howard Katz, the NFL's senior vice president of broadcasting and media operations. "This broadcast will be an exciting test of how 3D could affect fans' experience in the future."
Burbank-based 3ality Digital is overseeing production and transmission of the 3D broadcast. The company has established itself as a leading provider of digital 3D offerings by bringing to market the first live action film shot entirely in digital 3D – U2 3D – the first transatlantic 3D broadcast – Jeffrey Katzenberg interview at IBC – and the first scripted television show shot entirely in live digital 3D – NBC's Chuck.
"Digital 3D broadcasting provides a compelling and visceral experience for viewers, one that is shaping the evolution of a new content delivery standard," says 3ality Digital CEO Sandy Climan. "We already have demonstrated the tremendous value digital 3D brings to mainstream movies and scripted television programs, and we are looking forward to astounding the audiences who will be enjoying this unprecedented event on December fourth."
"As boxing fans once gathered at local theatres to see heavyweight title matches in the era before pay-per-view and plasma televisions, RealD's new technology will give audiences another reason to head to the theatre," says Michael Lewis, chairman and CEO of RealD. "The continued box office success and the strong audience response to films released on RealD's platform have shown that consumers crave a premium 3D cinematic experience. We look forward to giving fans of live events the opportunity to feel like they're in the front row without even being there."
The 3D broadcast was the latest in the NFL's ongoing efforts to use technology to enhance fans' enjoyment of the sport. Decades ago, the NFL was the first sports league to establish weekly sports programming on primetime television in 1970 with Monday Night Football. In the years since, the league has been at the forefront of emerging media, including cable and satellite television, satellite radio, online and mobile phones.
3ality Digital www.3alitydigital.com
RealD www.reald.com
The National Football League, 3ality Digital and RealD joined forces to test a three-dimensional broadcast experience that could create a new viewing standard for televised sports. The first-ever live broadcast of an NFL game in full digital 3D format featured the NFL Network's Thursday Night Football game December 4th between the San Diego Chargers and the Oakland Raiders was shot and transmitted by 3ality Digital and shown to invited guests at RealD 3D-enabled Clearview Cinemas, Mann Theatres and National Amusements theatres in Boston, Hollywood and New York City.
Collectively, all three circuits have more than 160 RealD theatre locations, with major expansions planned for 2009. Technicolor Digital Cinema provided the satellite transponder time and digital downlink services to each theatre."The NFL has played an important role in the evolution of media and consumer acceptance of emerging technologies and we're pleased to work with 3ality Digital and RealD to glimpse into the future," says Howard Katz, the NFL's senior vice president of broadcasting and media operations. "This broadcast will be an exciting test of how 3D could affect fans' experience in the future."
Burbank-based 3ality Digital is overseeing production and transmission of the 3D broadcast. The company has established itself as a leading provider of digital 3D offerings by bringing to market the first live action film shot entirely in digital 3D – U2 3D – the first transatlantic 3D broadcast – Jeffrey Katzenberg interview at IBC – and the first scripted television show shot entirely in live digital 3D – NBC's Chuck.
"Digital 3D broadcasting provides a compelling and visceral experience for viewers, one that is shaping the evolution of a new content delivery standard," says 3ality Digital CEO Sandy Climan. "We already have demonstrated the tremendous value digital 3D brings to mainstream movies and scripted television programs, and we are looking forward to astounding the audiences who will be enjoying this unprecedented event on December fourth.""As boxing fans once gathered at local theatres to see heavyweight title matches in the era before pay-per-view and plasma televisions, RealD's new technology will give audiences another reason to head to the theatre," says Michael Lewis, chairman and CEO of RealD. "The continued box office success and the strong audience response to films released on RealD's platform have shown that consumers crave a premium 3D cinematic experience. We look forward to giving fans of live events the opportunity to feel like they're in the front row without even being there."
The 3D broadcast was the latest in the NFL's ongoing efforts to use technology to enhance fans' enjoyment of the sport. Decades ago, the NFL was the first sports league to establish weekly sports programming on primetime television in 1970 with Monday Night Football. In the years since, the league has been at the forefront of emerging media, including cable and satellite television, satellite radio, online and mobile phones.
3ality Digital www.3alitydigital.com
RealD www.reald.com
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