Dolby pushes 3D cinema scheme

Dolby Laboratories, best known for its cinema surround-sound systems, on Monday said it has teamed up with German virtual-reality company Infitec to develop a three-dimensional projection system for cinemas.

Dolby will integrate Infitec's 3D technology, designed by DaimlerChrysler for automotive design, with the digital-cinema playback system it developed for cinemas converting to digital-projection systems from 35mm film projectors.

Digital 3D is one tool Hollywood is using to staunch competition from DVDs, the Internet and videogames to bring consumers back to cinemas.

Last week's 3D debut of Sony Pictures Entertainment animated movie Monster House raked in more than twice the average per-screen box office of the 2D version, showing that 3D systems can boost a movie's appeal.

Dolby says its Infitec-based system would be cheaper and more flexible than that of the leading 3D cinema company, Real D, because it allows a 3D image to be projected directly onto standard white screens.

Real D's system requires silver screens to boost light on the image. Real D has installed more than 200 screens worldwide and has led the two largest digital 3D film debuts ever -- Walt Disney's Chicken Little and Monster House.

Existing 3D systems that use white screens also require cinema goers to wear expensive, battery-charged glasses to view the 3D images. Dolby said its solution allows cinema patrons to use the inexpensive polarised plastic glasses used by Real D systems.

Tim Partridge, senior vice president and general manager of Dolby's professional division, said the company became serious about designing its own 3D system during the debut of Chicken Little.

Dolby worked with Disney and Real D to convert 100 cinemas worldwide to digital 3D systems for the film's run last autumn.

"During that rollout, we were able to see what an impact 3D had on the experience," Partridge said. "We learned about the drawbacks. We stood back and tried to figure out what it would take to have an optimised 3D system."

Dolby has deployed its digital-playback system on 160 cinema screens worldwide. The company expects its 3D technology to be available by spring 2007.

Story Copyright © 2006 Reuters Limited. All rights reserved.