Six Nations rugby to get 3D cinema showing

U.K. chain Cineworld to screen England games in 3D

LONDON -- U.K. theater chain Cineworld, listed here on the stock market, said Thursday it is looking to alternative content and a new dimension to its audience offerings.

The second largest exhibition chain said it is scrumming down with live 3D cinema screenings of a set of upcoming England home international rugby clashes.

The screenings will take place at 25-plus Cineworld theaters across England marking the inaugural live 3D broadcast of a sports event in Europe, the chain said.

Using revolutionary 3D technology, Cineworld will broadcast England's official centenary rugby match against Wales in the RBS 6 Nations on Feb. 6 and the English clash with Ireland on Feb. 27, both live from London's Twickenham Stadium.

The RBS 6 Nations broadcasts are an extension of 3D movie screenings launched in 2009 by Cineworld.

And thanks to James Cameron and "Avatar," the market place hunger has grown, according to the exhibitor.

Exhibition has long been hunting for viable alternative programming for its theaters.

Cineworld CEO Steve Weiner said: "There is no doubt that 3D is the buzz word of the moment and will shape the next decade of entertainment and we are delighted to start the year by expanding our 3D offering into the sporting arena."

Cineworld has 77 sites and 790 screens.