DCIP has raised $600 million of new financing to carry out this formidable digital infrastructure project, which will ultimately bring digital 3D projection capabilities to 14,000 theaters nationwide -- almost tripling the current number.
The DCIP announcement has major implications for the cinema ad business, offering advertisers new opportunities to produce engaging, eye-catching creative. AMC, Cinemark and Regal all own stakes in National CineMedia, a leading cinema ad network, which has mounted a number of initiatives to expand its digital ad offerings in theaters, lobbies and online.
NCM plans to unveil its first 3D cinema ad on April 2 -- a spot promoting Samsung's new 3D LED TV, created by Leo Burnett and placed by Starcom MediaVest.
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Separately, NCM competitor Screenvision has been blazing a trail in 3D content and advertising. The first 3D cinema ad, for Wrigley, appeared at 400 theaters in the Screenvision network in May-June 2009.
The possibilities of a nationwide 3D cinema projection system have already been demonstrated by national broadcasts of live events.
In February 2009, the NBA All-Star Saturday Night was broadcast to 160 screens in 80 theaters in 35 states live, in 3D HD, courtesy of a partnership between Turner Sports and the NBA and Cinedigm Digital Cinema. Participating theaters included Carmike Cinemas, Celebration Cinemas, Cinema West, Emagine, Galaxy Theatres, Marquee Cinemas and Showcase.