The first time I bought into this this whole digital 3D thing was a 2006 showing of "Superman Returns" on an IMAX screen. In the scene, various objects floated around the screen and seemingly, right in front of my face. For me, this was the first time 3D had lived up to its promise.
If Dolby Laboratories has anything to say about it, it won't be the last. On Tuesday, the company announced that theater exhibitors will now be able to play Dolby 3D Digital Cinema content on screen sizes of up to 70 feet (42 feet was the previous cap).
If you went to the "Jonas Brothers 3D Concert Experience!" on a 42-foot screen thinking, "You know that was cool, but I still have most of my face attached," just wait until a full 70 feet of pure Jonas Brothers rock completely melts your f#*@ing face off!
Dolby went on to talk about its "environmentally friendly and reusable" Dolby 3D Glasses, which, according to the company, can be used repeatedly, significantly reducing the cost per viewing for exhibitors. My guess is that this probably won't translate into lower ticket prices, though.
Seemingly timed to coincide with the Dolby announcement, Texas Instruments announced its next generation DLP Cinema technology on Tuesday. The new platform is compliant with a newly adopted set of Digital Cinema Initiative (DCI) standards and integrates the DLP Cinema tech onto one single board, down from three.
According to Texas Instruments, the new DLP Cinema chipset integrates high-security requirements and specification architecture defined by the DCI while providing a cost reduction to OEM partners.
Again, just my opinion, but moviegoers will probably only see higher ticket prices. Right now in San Francisco it costs $34 for a couple to see a movie in IMAX at night. Here's hoping all of this cheaper technology one day translates to cheaper seats. I won't hold my breath.