Malco’s Razorback Cinema Debuts New Digital 3-D Experience

November 19, 2007

Source: Dolby

While movie attendance is said to be on the decline, industry officials are hoping a 40-foot image of Angelina Jolie in 3-D will help revive the movie-going experience and entice a new generation away from their big screen televisions and surroundsound systems.

Dolby recently debuted its 3-D Digital Cinema system in 75-80 screens worldwide, including Malco’s new Razorback Cinema in Fayetteville, just in time for the release of Paramount Pictures’ “ Beowulf. ”

Mike Thomson, vice president of operations and technology for Malco Theatres, said the company installed three systems: one in Fayetteville, one in Southhaven, Miss., and one in the Paradiso, Malco’s flagship cinema in Memphis, Tenn. “ You’ll find it’s one of the most lifelike 3-D experiences you’ve ever had, ” Thomson said. “ It’s a very natural picture and very natural color. ” Thomson, who recently saw the movie in 3-D, said the picture rivals IMAX theaters’ 3-D screens.

“ It looks better or at least as good, ” he said. It’s almost an interactive movie experience, Thomson said. Moviegoers are given high-grade 3-D glasses when they walk into the theater. The glasses are taken back up at the end of the movie, Thomson said. To see a movie in digital 3-D costs an extra $ 1 at Malco, but patrons said the effects were well worth the extra cost.

“ It was intensely cool, ” said Sam Skeen of Fayetteville. “ They should do more movies in 3-D. ”

Film companies must have anticipated reactions such as Skeen’s.

According to media covering the industry, Dreamworks Animation will release “ Monsters vs. Aliens in 3-D in 2009, Disney has two 3-D films in the works and Warner Bros. plans to release the next Batman movie “ The Dark Night” in 3-D.

As eye-catching as the 3-D images may be, some people can not be lured by effects alone.

University of Arkansas law school students Chuck Lyford, Jay Neal, Grant Ragland and Joseph Gates said the plot still has to be reasonably good for them to shell out the extra $ 1.

Gates said he has no interest in seeing New Line Cinema’s “ Journey 3-D, ” a remake of the classic “ Journey to the Center of the Earth, ” starring Brendan Fraser, which audiences saw the preview for Friday.

“ I won’t see that, ” he said. “ It has to be a movie I want to see in the first place. ”

Gates said he and his friends didn’t know “ Beowulf” was being shown in 3-D but simply wanted to see the film version of the epic poem they remember from English class. It didn’t hurt that he knew Angelina Jolie was playing the role of Grendel’s mother, he said.

Danny Lane, of Farmington, said he hasn’t seen a 3-D movie since the 1980 s. “ Beowulf ” was much different, he said, than movies like “ Jaws 3-D” when cinema audiences were given disposal cardboard polarized glasses.

“ This had much better effects, ” Lane said. “ I almost hurt myself trying not to get stabbed by one of those swords. ”

The audience collectively dodged fiery spears and large boulders that seemingly flew out of the screen in Malco’s first 3-D release Friday.

Thomson said he expects the technology to entice more movie fans to leave the comforts of their living rooms.

“ There’s no comparison with watching a movie at home, ” he said. “ If somebody is bound and determined to stay home, they’re probably going to stay home, but the technology is good. It’s a very good-looking 3-D. ”

Submit a Company

Submit News

Submit a Job

Submit an Event