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June 24, 2013 /PRNewswire/ -- CINEEUROPE -- At a special presentation to European cinema exhibitors at CineEurope, RealD Inc. (NYSE: RLD) today introduced "LUXE: A RealD Experience," a premium large format (PLF) initiative aimed at unifying the exhibition community under a single brand with a goal of becoming synonymous with the ultimate out of home entertainment experience. Minimum standards will assure all "LUXE: A RealD Experience" auditoriums feature massive screens, ultra bright 2D and 3D, enveloping audio and luxury seating for a premium movie-going experience. "LUXE: A RealD Experience" auditoriums will provide full flexibility with content, allowing exhibitors to show any movie at any time for optimized profitability.
"Disparate premium large format brands have limited the potential of today's high-end cinema offerings," said
Joseph Peixoto, President, Worldwide Cinema at RealD. "With an alphabet soup of brands and differing amenities in each auditorium, moviegoers have been left unable to truly equate their PLF experience with a single offering. 'LUXE: A RealD Experience' intends to solve this puzzle by unifying the exhibition community under one brand with one set of industry leading technology standards for an exceptional entertainment experience moviegoers will seek out for years to come."
"LUXE: A RealD Experience" auditoriums are expected to launch this winter beginning in
Europe and will include the rebranding of existing PLF locations as well as new auditoriums upgraded to minimum technology specifications. Exclusively available to RealD licensees, the "LUXE: A RealD Experience" brand is projected to expand into other territories around the world thereafter. Additional details on participating exhibitors and availability are to be announced.
"The studio and exhibition communities have long called for a PLF unification strategy to best capitalize on the profit potential of this fast growing premium cinema segment," said
Robert Mayson, Managing Director of
RealD Europe. "RealD is uniquely positioned at the intersection of content, exhibition and technology, allowing us to best serve the industry and moviegoers alike with a singular premium cinema experience we believe will become synonymous with out of home entertainment at its finest."
Paul Heth, CEO of Karo Film, who anticipates installing multiple "LUXE: A RealD Experience" auditoriums across his circuit added, "One of the first major changes I made after acquiring Karo Film, one of
Russia's leading cinema circuits, was to greatly upgrade our 3D technology by using only RealD for our 3D screenings. Audiences that are paying premium prices deserve a premium experience. We are investing substantial resources and capital to ensure our millions of patrons have the very best movie-going experience. For Karo Film's larger state-of-the-art auditoriums we plan to use 'LUXE: A RealD Experience' to even further segment and improve our 2D and 3D premium offering. This initiative from our company and RealD is important because we have the chance to present a unique, quality experience under a global brand and be able to program those screens as we need. Having a universal standard coupled with our market leading cinemas will be the quality assurance consumers need to know they are experiencing a true luxury cinema experience."
All "LUXE: A RealD Experience" auditoriums will meet minimum technology specifications to assure a premium cinema experience, such as: usage of RealD 3D, the industry's brightest 3D projection technology; wall-to-wall / floor-to-ceiling screens of at least 16 meters in width; 3D sound; auditorium rakes to optimize patron's views and more. Additional exclusive new technologies to be announced are expected to be incorporated into "LUXE: A RealD Experience" auditoriums.