Global 3D and visual technology company RealD Inc.(NYSE: RLD) and leading Hong Kong and Chinese theatrical exhibitor Broadway Circuit announced today an agreement to install 3 “LUXE: A RealD Experience” (LUXE) auditoriums in Broadway’s cinema locations in mainland China.
Introduced by RealD in 2013 as a new Premium Large Format (PLF) initiative, LUXE auditoriums will be installed at Broadway locations in Tianjing, Chengdu and Guangzhou, with the Tianjin location expected to open in May 2015. All 3 LUXE auditoriums opened at Broadway locations will feature RealD 3D projection and a RealD Precision White Screen.
“As a leading circuit in the rapidly growing and highly competitive China market, we have been looking for the best possible cinema setting for our moviegoers,” said Tessa Lau, CEO of Broadway Circuit. “We find LUXE a perfect match. We see it as an initiative to define our 2D and 3D premium offering. We are pleased to partner with RealD to jointly provide our audiences a unique, fully immersive experience.”
“LUXE auditoriums hold the promise of a new, unified Premium Large Format brand moviegoers will find synonymous with the best available cinema experience,” said Edman Chan, Vice President and General Manager, Cinema, Asia Pacific of RealD. “We look forward to working with Broadway to bring the LUXE brand to life so moviegoers can experience the assured quality 2D and 3D visuals, audio and seating that will combine to create the ultimate out of home entertainment experience.”
The LUXE installations at Broadway locations will mark the initial expansion for the LUXE brand into Asia, having first been introduced in Russia where there are currently 5 LUXE installations and 18 additional screens under contract.
“LUXE: A RealD Experience” is the Premium Large Format (PLF) initiative introduced by RealD in 2013 with the aim of unifying the exhibition community under a single brand and a goal of becoming synonymous with the ultimate out of home entertainment experience. Minimum standards will assure all LUXE auditoriums feature massive screens, ultra bright 2D and 3D, enveloping audio and luxury seating for a premium movie-going experience.
LUXE auditoriums will provide full flexibility with content, allowing exhibitors to show any movie at any time for optimized profitability. All LUXE auditoriums will meet minimum technology specifications to assure a premium cinema experience, such as: usage of RealD 3D, the industry’s brightest 3D projection technology; wall-to-wall / floor-to-ceiling screens of at least 16 meters in width; 3D sound; auditorium rakes to optimize patron’s views and more. Additional exclusive new technologies to be announced are expected to be incorporated into LUXE auditoriums.
The world’s most widely used 3D cinema technology, RealD 3D is installed in more than 26,000 auditoriums by approximately 1,000 exhibitors in 73 countries around the world (as of September 30, 2014).