RealD Takes On Imax With Theater Brand

Los Angeles-based 3D movie projection technology provider RealD is hoping to leverage its brand across multiple theater chains, and take on Imax, with a new brand called "LUXE: A RealD Experience". RealD detailed the strategic move last week, saying that it will provide standards for a premium, large format experience in both 2D and 3D. The branding and standards move is similar to what IMAX does for large format, premium movies. RealD said it will unify the exhibition company under one brand and one set of technology standards. RealD said it has already inked deals with Karo Films in Russia and Arena Cinema in Bulgaria around the brand.