3ality gets real in Burbank

Digital 3D was this year's biggest thing at ShoWest, which I promise I will write about soon, but in the meantime the opening of 'Meet the Robinsons' (in "Disney Digital 3-D") and the unveiling of 3eality's new facility prompted the following article in the Hollywood Reporter, 3-D gets 3ality check with new production digs. This company 3ality is serious about the potential of digital 3D ('D-3D', 'd3D'?) and is planting itself in the heart of the film industry Burbank/North Hollywood with its new facility:

3ality is building a dedicated 20,000-square-foot 3-D production facility in Burbank that will house parent company 3ality Digital's two units: 3ality Digital Entertainment, a feature film development and production company, and 3ality Digital System, a 3-D production, postproduction and technology development unit. Partners in 3ality Digital are Art, David and John Modell; Jon and Peter Shapiro; Steve Schklair; and Sandy Climan.

"3-D over the years has been like a carnival sideshow," Schklair says. "We built this building to legitimize this business."

The new facility will include a 24-seat, 3-D-ready digital-cinema theater equipped with a Barco 2K digital-cinema projector and Real D 3-D system in order to screen the productions the way they would be seen in theaters.

Interestingly the article reveals that the company is branching out from concerts and is looking to do live sports within six months. While it may be interesting to watch a canned performance of Bono & Co. in Mexico City most sports fans are not known for sitting through repeats, whether in HDTV or 3D. But more on this in the ShoWest summary.