In the month that acclaimed 3D film-maker James Cameron came out against the worrying use of 3D to enhance spectacle over substance and story in the films coming out of Hollywood in the wake of 2009 Box Office explosion AVATAR, Samsung and BFI have announced a series of 3D blockbuster screenings to be held in London this year.
Samsung Electronics UK has kicked off the first in a series of 3D film screenings with TRON: LEGACY at the British Film Institute IMAX cinema on Southbank in Central London as part of a year long partnership between the two organisations.
The intention of the film series is to showcase one 3D blockbuster per month for the duration of the partnership, creating an impressive and memorable experience for UK film goers and although a debate will continue to rage as to the longevity of 3D and its impact on storytelling, it is clear that BFI and Samsung intend to be the seen as a frontline, modern force in the developing world of cinema and its delivery to the audience. Whatever your position on the issue is, it is clear that 3D is definitely a fun, family experience for all ages.
Not only will people get to watch their film of choice on the largest IMAX screen in the UK, they’ll have the added benefit that the screen will be brought to life via 3D technology. Amanda Nevill, Director at the British Film Institute says “Last year was a triumph for 3D films and, with the biggest screen in the UK, BFI IMAX showcases 3D in all its glory like nowhere else. Samsung are pioneers in the field of 3D TV and we are very pleased to be partnering with them over the coming year”.
The releases in IMAX 3D have been coming thick and fast and include THOR, TRANSFORMERS, HARRY POTTER AND THE DEATHLY HALLOWS: PART 2, PIRATES OF THE CARRIBEAN
What’s more, cinema goers can also get a taste of 3D prior to the screening of their film, simply by donning a pair of 3D glasses and watching one of the Samsung 3D TVs in the IMAX lobby. Meaning the BFI IMAX is now the first commercial venue in the UK to feature 3D TVs for public use.
Andy Griffiths, Vice President, Consumer Electronics, Samsung UK continues: “We’re delighted to be the official 3D partner of the BFI – the home of British cinema.”
“The partnership brings together two organisations who believe in the importance of the audience’s experience of film. Through the IMAX, 3D has been at the heart of the BFI’s offering for many years and at Samsung, we pride ourselves on being the first to bring 3D TV to the UK consumer. The 3D cinematic experience people enjoy at the BFI’s IMAX can now be enjoyed at home.”
This series of screenings is currently set to run between January and September 2011 and, for those interested, more information is available on the website www.bfi.org.co.uk.
