Unlike IMAX, which can show films both in 2D and 3D, RealD’s business model relies solely on 3D product. We asked Rick Heinemann, RealD’s Vice President of Marketing Communications, what the company’s strategy would be in dealing with the loss of Harry Potter and the Deathly Hallows Part 1 as a stereographic presentation. Here’s what he told us.
RealD is focused on delivering a premium 3D experience so we commend Warner Bros for taking a long term view of the 3D medium and not releasing a film that doesn’t meet the highest standards of quality. In what is shaping up to be a crowded holiday period for 3D movies, the fact that “Harry Potter” is not releasing in 3D should give other highly anticipated films more 3D screens to play on for longer periods of time so they can reach their full 3D box office potential.
RealD is a portfolio business with all major 3D motion pictures playing on our worldwide platform so we are not reliant on any one film, one studio or one exhibitor.