Irish theater chain adding 3-D capabilities

IMC's deal with RealD covers 14 screens

Irish Multiplex Cinemas, an Irish theater chain, has pacted to add RealD 3-D capabilities to each of its multiplex locations for a total of 14 RealD 3-D screens. The rollout is expected to be completed in time for the April release of "Monsters vs. Aliens" from DreamWorks Animation.

"The RealD 3-D technology being installed in all IMC cinemas shows IMC's commitment to providing not only the best in customer service but also the best customer enjoyment of the cinema going experience by the early introduction of the newest technological advances available," IMC director Paul Ward said.

Added RealD Europe managing director Bob Mayson: "Ireland is an important market for us in Europe, and we're extremely pleased to be working with IMC to outfit all of their multiplex locations. Paul Ward and his team understand the potential of RealD 3-D and are grasping the opportunity with both hands."