Remember your first experience with the wonders of 3D cinema? You know, back when the 3D glasses you had to put on to enjoy the then-nascent technology had a lens in a different color from the other, and were ridiculously huge and made of cardboard? It was anything but wondrous, and that would be putting it mildly because so crude was the technology then that not a few people emerged from the 3D cinema experience nauseous, even physically ill.
Fast-forward to 2010 and 3D experience in movie theaters everywhere is anything unlike before it. Gone are the hugely funny-looking and extremely uncomfortable cardboard glasses, and in its place is specialized eyewear that sits well on your face and even looks cool enough to wear outdoors. More importantly, advances in optical technology have made today’s 3D movies such a thoroughly immersive experience that film industry pundits are unanimous in saying that the technology will totally revolutionize the way movies are made and consumed—and the pundits have the numbers to back them up. Consider the massive box-office success of James Cameron’s recent scifi epic Avator, whose use of 3D technology helped fuel it to become the most successful movie of all time. Consider, as well, the Johnny Depp-starrer Alice in Wonderland, which continues to do solid business weeks after its release, with already $300 million in box-office business in the US alone, no small thanks to repeat viewings of its 3D version.
Robinsons Movieworld, one of the largest theater chains in the country, is all posed to ride the 3D movie boom as it fast-tracks the conversion of existing theaters, going from one 3D-equipped screen (in Robinsons Movieworld Galleria) to at least a total of nine nationwide. Another 3D screen will be added to the Galleria branch, while Robinsons Metro East, Robinsons Starmills Pampanga, Robinsons Place Manila, Lipa, Bacolod, Iloilo and Gensan will each boast of one 3D screen.
“Robinsons Movieworld has always been about providing the public with the best moviegoing experience, whether through the latest works from the ranks of the country’s independent filmmakers, which we started doing at IndieSine in Robinsons Movieworld Galleria, or through the latest in filmmaking technologies, such as 3D cinema,” says Nilo Mapa, general manager of Robinsons Malls.
Indeed, since the first Robinsons Movieworld cinemas were launched in Robinsons Place Manila in 1997, the brand has expanded to the various Robinsons Malls located throughout the country, along the way bringing a slew of new technologies (high-fidelity sound from THX, Dolby and Sony, film projection equipment from Christie and Strong of the US and Kinoton of Germany) and moviegoing niceties (fully carpeted theaters, wide seats, great legroom, fully-loaded snack counters) that enhanced the cinematic experience. This jump into the wonders of 3D—truly wondrous this time—is but the latest in Robinsons Movieworld’s continuing efforts to provide the public with a truly enjoyable experience. Its 3D theaters will be equipped with the leading technologies Dolby Digital 3D and MasterImage Digital 3D.
Dolby Digital 3D is a powerful, flexible and reliable technology that is the product of meticulous engineering, exhaustive tests, and all the lessons learned in Dolby’s more than 40 years of creating entertainment technologies that have become the standard worldwide. Meanwhile, MasterImage Digital 3D is a compelling choice for single projector digital 3D installations. Providing bright vivid 3D images using silver screen, it is the fastest growing digital 3D system in North America and Europe.
Some of the films that have been presented in these technologies include Alice in Wonderland, G-Force and, of course, Avatar. Here are some of the upcoming 3D titles that will soon be shown in Robinsons Movieworld’s nine 3D screens: Toy Story 1 & 2, Shrek Forever After, Toy Story 3, Cats & Dogs: The Revenge of Kitty Galore, and Despicable Me. To enhance moviegoers’ 3D experience even more, Robinsons Movieworld is also bundling a free snack and a drink in selected branches, this for a nominal addition to the regular 3D movie ticket price. “It’s just yet another way for us to give additional value for their money and their continued patronage of Robinsons Movieworld. We also offer bundled meal and ticket packages at selected branches, catering to the individual, the couples and the barkadas to provide great snacks and movie enjoyment at affordable prices,” says Evylene Advincula, operations manager of Robinsons Movieworld.
With the awesome experience that 3D cinema now offers to the moviegoing public, along with the various extras that major theater chains are offering to heighten the audience’s enjoyment, there’s no better time to go to the movies than now.
For latest screening schedules, please call Robinsons Movieworld at 395-5555 or log on to www.robinsonsmovieworld.com