Camera Maker Adding 3D Film Projection System

Panavision is entering the 3D exhibition business with a projection system that works with both film and digital projectors and eliminates the need for a costly silver screen. Long a supplier of cameras and lenses to the entertainment industry, officials with the Woodland Hills-based company said that it was logical to want to be involved with the entire chain of film development from acquisition to exhibition. “It’s not that far afield for us to be in this,” President and CEO Bill Bevins said June 15 at a special media demonstration of the 3D system. The system will be available in the fall and Panavision is still working out a business model for how exhibitors will pay to use it, whether through a lease, royalties or other methods. The system uses a special filter and lens attached to 35mm film projectors and digital projectors. Theater owners would not have to replace existing equipment or movie screens in order to use the system. The use of a white screen is what sets Panavision’s system apart from the 3D on film system from Technicolor that uses a polarized silver screen. But 3D films made for use with the Technicolor system can also be used with the Panavision lens. Panavision will have a public showing of the system later this month in Europe.