Matti Multiplex to go 3-D

Nearly four years ago, Jeffrey Katzenberg, one of the most influential persons in American Cinema, was inspired while watching the adventure-filled Christmas animated movie, “The Polar Express” in three dimensions (3-D). The DreamWorks Animation CEO gathered his team immediately afterwards. “I have seen the future of cinema, and it is 3-D,” he said. “…Whoever gets into it at the beginning … is going to profit the most.”

The Addis Abeba entertainment scene is finally catching up to this trend as Matti Multiplex Cinema is in the process of procuring 3-D film screening equipment at a cost of over seven million Br. The cinema administration is consulting with Christie Digital Systems, a Canadian company whose projectors are used on more digital screens worldwide than any other manufacturer, to purchase one such projector needed for the screenings.

“The imaging equipment under survey includes a digital media server – a hard drive system, similar to a computer’s hard disk – that will replace the 35mm reels and DVDs with a storage device,” says Sofonias Yifru, cinema manager. “The combination of the server, together with an assortment of lenses, will all have 35mm, high definition, 3-D capability.”

Do not forget the continuous supply of 3-D glasses to be dispensed to audiences every show, as well.

The 50-unit Dolby 6.1 format sound system, already installed in the third-floor cinema hall, is said to be compatible with the new projection system as one of the prerequisites for the project, according to the manager. The installation is planned for this auditorium, which is also a multipurpose hall, and one of three cinemas the multiplex houses. It is the largest of the group, with a seating capacity of 438 persons, 78 of which are in the balcony (VIP section).

The move was decided partly due to the demands and expectations of audiences.

“They had come to watch movies that were released [worldwide] in 3D, but we were not ready for that,” Yisfalem Asrat, acting general manager, said.

The other portion of the decision was based on the fact that Hollywood is now releasing much of the big movies in 3-D, as Katzenberg predicted. The US box office grossed unprecedented earnings that put the blockbusters of previous decades to shame. The biggest earning movies of 2009 were dominated by 3-D movies, of which “Avatar,” the James Cameron-directed 3-D movie premiered worldwide at 236 million dollars, breaking the opening record in the US. The movie is currently showing at Matti in its 2-D version.

“We expect at least 18 3-D movies to be released in 2010 alone, mainly from Disney,” Sofonias said.

Although the cinema officials claim that no plans are set on the prices the 3-D experience will incur on the audience, they say the assessment showed the move to be a viable venture. In a January 2009 review of the market, 3-D theaters in the US showing the same film as a 2-D theater sold 3.5 times as many tickets.

The spectacle of the three dimensional film was first projected in Ethiopia on the occasion of the arrival of the World Cup in Addis Abeba, on November 2009. The Millennium Hall hosted the event with over 200 people attending every screening.

“The experience was impeccable,” Tilahun Hailemichael says. “I mean come on. I still have the glasses from the show. I am going to be the first in line when this thing materialises.”

Brehan Ayele, who was also present at the screening of the history of football and the World Cup said few things startled him in his life as this 3-D experience did.

“It is a very personalised approach to entertainment, in my opinion,” he says. “It appeals to you and your senses alone. I did not even notice anything around me.”

The one thing these two men seem to agree on is the quality and realistic impression of the animated portions of the football film. The actual footage: not so much. They both believe it will be a heart-racing show for thrillers and action movies.

The deals with the Hollywood distributors work on an income-sharing basis, according to Yisfalem.

“We have strong ties with Disney and Warner Brothers, and they are happy with the work we are doing,” he stated. “We hope for the 3-D venture to continue in the same manner. Moreover, the quality of the screenings will not be compromised as the 35mm films, too, used to be projected through digital projectors,” Yisfalem says.

Matti has already screened 2-D versions of 3-D Hollywood releases including “Up,” “Cloudy, with a Chance of Meatballs”, “Ice Age 3”, and the recent disaster movie “2012.” It is currently showing 2-D versions of the three-dimensional releases “A Christmas Carol” starring Jim Carrey and “Avatar.”

Known for introducing Hollywood flicks within days of their release, the cinema has been setting trends by bringing new films with Amharic subtitles. Furthering its scope of business and reaching additional audiences, it opened a branch in Mekelle, in February 2009.