Adlabs brings digital 3D technology to its cinema chain

Mumbai, Sep 11 (IANS) Adlabs, part of Reliance ADA Group, announced here Thursday that it will premiere the 3D Hollywood movie 'Journey to the Centre of the Earth' in BIG Digital 3D for the first time at the Adlabs Cinema in Vashi in New Mumbai shortly.

In a press statement, Patrick von Sychowski, chief operating officer of Adlabs Digital Cinema, explained that the digital 3D technology was a new form of cinema entertainment where the audience can view the movie with enhanced clarity.

'The BIG Digital Cinema is a quantum leap from old analogue 3D that involved red-blue eyeglasses or headgear that made viewing a bit cumbersome. Within a few years, most Hollywood blockbusters are expected to be made in Digital 3D. We at Adlabs are the first to bring this new technology to India,' Sychowski said.

Walt Disney recent animation hit, 'Chicken Little,' and concert movies, 'Miley Cyrys' and 'Hannah Montana' were made in Digital 3D.

Adlabs had also pioneered the use of 6D in the first screen of its type in the Adlabs Cinema in Agra earlier this year in partnership with Israel-based Cinema Park Network.

Adlabs is now the first cinema chain in India to have both 6D and 3D formats.

'Journey to the Centre of the Earth,' based on a Jules Verne classic, is the first live-action feature film to be shot and screened with Digital 3D technology.

'It is a technology which takes viewers virtually into the heart of the adventure on show,' said Adlabs Cinema COO, Tushar Dhingra.