Hollywood approves Technicolor and its 3D on 35mm.

Both DreamWorks Animation, Universal, Paramount, Warner Bros. and The Weinstein Company make public their intention to release their films in the Technicolor 3D format. Along with the United States, the United Kingdom, Spain, Italy and Japan, they will be the first countries to enjoy this innovative system based on projection with physical support in 35 mm.

Both DreamWorks Animation, Universal, Paramount, Warner Bros. and The Weinstein Company make public their intention to release their films in the Technicolor 3D format.

The first international release in 3D Technicolor will be Shrek Forever After from DreamWorks Animation in Germany.

Along with the United States and Germany, the United Kingdom, Spain, Italy and Japan will be the first countries to enjoy this innovative system based on projection with physical support in 35 mm.

Technicolor 3D is an economical solution for 35mm projectors that allows exhibitors to equip their rooms with high-quality 3D at a lower cost than a digital 3D projection system. The Technicolor 3D system uses a state-of-the-art 3D lens, while a digital process optimizes the film from 35mm to 3D projection. To date, Technicolor 3D has been installed on more than 200 displays in North America.

Joe Berchtold, president of Technicolor Creative Services, commented: “The support of these studies also demonstrates that Technicolor 3D is a viable solution to bridge the digital divide, and we are pleased to bring 3D to consumers in these key international territories.”

For her part, Ann Daly, chief operating officer of DreamWorks Animation, added that "there are a number of exhibitors around the world who currently do not have access to the capital necessary to convert their theaters to digital. Technicolor 3D provides a valuable service to allow certain theaters to project our films in high quality to audiences who otherwise have not had the opportunity to experience m3D."

More than twenty 3D titles will be launched throughout this year, among which stand out Shrek Forever After y MegaMind de DreamWorks Animation/Paramount; The Last Airbender the Paramount; Cats and Dogs, Legend of the Guardians y Harry Potter and The Deathly Hallows Part 1 from Warner Bros.; Despicable Me y My Soul To Take from Universal Pictures; and 3D Piranha de The Weinstein Company.

How does Technicolor 3D work?

Technicolor 3D uses a proprietary technology projection system that takes advantage of 35 mm cinema projectors, in use today in most theaters to offer high-quality 3D projection. A patent-pending lens system divides the left and right images, providing a 3D image on a screen with silver particles.

The solution works with circular polarized glasses, identical to those used for existing 3D digital cinema, 'translating' the content of the film into an image that is perceived by the viewer in 3D through polarized glasses. The silver screen can be used for projection with both Technicolor 3D and other 2D and 3D systems.