Austria embraces 3D technology

Cineplexx to equip 100 cinema screens with 3D

COLOGNE, Germany -- 3D service company RealD has signed a deal with Austrian exhibitor Cineplexx to equip around half of its 200 cinema screens with 3D capabilities.

The rollout will start with 15 screens, with an additional 45 due to be upgraded to 3D by the end of September. The remainder will be equipped within a year.

The aggressive expansion could see the much smaller Austria (population 8 million) overtake its much larger neighbor Germany (pop. 80 million) in the 3D race. Germany still has fewer than 100 3D-capable screens.

Germany has lagged behind much of Europe in its embrace of 3D technology as exhibitors, distributors and state-funding bodies bicker over how the cost of upgrading should be shared.

Earlier this week, German multiplex operator CineStar announced an initiative with RealD to immediately upgrade 10 of its German theaters to 3D.