• by Erik Sass  @eriksass1, May 22, 2008

Regal Entertainment Group is planning to install 1,500 new 3D-capable screens in its theaters over the next two years. The special projection technology, created by RealD Corp., has already been installed for about 2,000 screens owned by various cinema operators around the country.

Modern 3D technology, including systems designed by RealD and competitor Dolby Laboratories, should not be confused with the eye-straining 1950s variety of monster movie fame.

Digital rendering and projection means that images appear to "come out of the screen," often with breathtaking realism. There is one similarity, as audiences still have to wear special glasses to enjoy the effect.

The Regal announcement holds promise for striking innovations in cinema advertising. A spokesperson for National CineMedia, the cinema ad consortium that includes Regal, said the company believes there is a future for 3D advertising in movie theaters.

National CineMedia produces Firstlook, a 15-minute package of movie previews, entertainment news and advertising that is delivered via NCM's digital network to thousands of screens around the country.