Wednesday December 1, 2010
BIG Cinemas Lotus Five Star rolls out 10 cinemas equipped with 3D thrills
By RIZAL JOHAN
IT used to be just 3D cardboard glasses, pop corn and a movie date. But how times have changed. There is no stopping the new age of cinema in this country and 3D technology now sees a new player flexing its muscles in the business. Cinema operator Big Cinemas Lotus Five Star has equipped 10 screens through the west coast of Malaysia with 3D technology and audiences can now experience cinematic 3D films through its combination of active 3D glasses and 4K upgradable series digital cinema projectors.
Resolution on the big screen is as sharp as they come these days. Big Cinemas is also one of the few operators which employ active 3D glasses that use electronic shutter technology to deliver a brighter and clearer image compared to passive glasses. The active glasses are battery powered and possess an encypted infrared signal. The claims from Big Cinemas are that “this guarantees the highest 3D experience to all viewers regardless of where they sit (in the cinema).”
Cinema-goers will have to fork out an added RM5 for the rental of the 3D glasses on top of the ticket price. The 3D cinemas are also equipped with the Dolby 7.1 surround sound system.
While there are pros and cons to both active and passive glasses, the bigger picture here is that Malaysian audiences will be able to enjoy 3D films from various cinema operators. Big Cinemas has installed 3D technology on 10 screens in five different locations in Kuala Lumpur, Taiping, Kulim, Batu Pahat and Kluang. So if you are in the area, visit website bigcinemas.com to check the listings and other offers, such as purchasing online and booking tickets through your mobile phone.
“Besides offering active 3D glasses for our customers, we remain competitive with our value added services,” said Varghese Mathews, Big Cinemas division head of operations and programming. “For example, you can purchase your tickets online and print them out so that means you don’t have to waste time in the queue.”
The 3D animated movie Rapunzel was screened to members of the media and special guests during the launch of Big Cinemas’ 3D cinematic experience at Brem Mall in Kepong in Kuala Lumpur last Thursday.
Ready for the holiday season rush, Rapunzel is also the first 3D movie for Big Cinemas and there is more to come before the year is out.
Mathews said that films such as The Chronicles Of Narnia: The Dawn Treader, Tron: Legacy and Gulliver’s Travels have been lined up. And by January, Mathews noted the movie The Green Hornet will be screening in their 3D cinemas.
Mathews stated that there will be “no more additional 3D cinemas to BIG Cinemas this year,” but he hinted that there might be an expansion plan using the latest cinema technology next year.
BIG Cinemas Lotus Five Star is a joint venture between BIG Cinemas, India’s largest cinema chain, and Lotus Group.