MUMBAI: India‘s exhibition sector is about to get a strong shot of 3D. Leading satellite-based digital cinema network UFO Moviez with nearly 2,000 digital cinema screens has drawn up a plan to 3D enable a large part of these in a phased manner.
As a first step, 500 screens are to upgraded to 3D by end this year to be followed by another 500 by end next year. UFO Moviez says it is going to be doing all this at its own cost.
Says UFO Moviez CEO Rajesh Mishra, "We will primarily focus on the Hindi belt and then move on to the south. Of the 1,000, we will choose 500 single-screens and multiplexes that want to upgrade their screens to the 3D format this year.
UFO Moviez will invest heavily to provide state-of-the-art digital cinema systems with satellite-based delivery of 3D content to theatres across the country."
The company had showcased its 3D capability through the exhibition of the IPL 2010 quarter final, semi-final and final matches live in 3D across 70 cinemas.
UFO‘s move to convert 1000 theatres for 3D exhibition, it believes, will act as a catalyst for Indian filmmakers to take up 3D-based content projects.
UFO Moviez said in a statement that with the current 70 3D-ready screens across the country, it is unviable for Indian filmmakers to venture into 3D content development. As a result, "the Indian film industry is totally dependent on Hollywood-based 3D content and the Indian audiences are deprived of enjoying Indian 3D content."
UFO Moviez joint MD Kapil Agarwal stated, "This is a win-win situation for exhibitors and studios in the country that will be able to generate immediate additional revenues from higher attendance and 3D ticket premiums on the one hand, while Indian audiences can enjoy locally-created 3D content on the other. This will provide a bridge for the digital transition to 3D within the Indian film fraternity."
Agarwal further added that 3D would be the next game changer for the Indian film industry and UFO was committed to bringing in this next wave of change with an innovative business model.
"This initiative is an important step in our strategy to leverage the future growth potential of 3D technology. UFO‘s thought leadership and innovation seeks to deliver great services that will provide wider access to audiences to compelling content, whenever and wherever," Agarwal said.
