NFL, 3ality Digital and RealD Team for First-of-Its-Kind Live 3D Broadcast on December 4 (December 2)

BURBANK, Calif. -- The National Football League (NFL), 3ality Digital and RealD announced November 24 that they will join forces for the first-ever live broadcast of an NFL game in full digital 3D. The format, being made available Dec. 4 to select audiences in three U.S. cities, is designed to immerse viewers in the game as never before, according to a press release.

The broadcast - featuring NFL Network's Thursday Night Football game between the San Diego Chargers and the Oakland Raiders - will be shot and transmitted by 3ality Digital and shown to invited guests at RealD 3D-enabled theaters in Boston, Hollywood and New York City. The three-dimensional nature of the broadcast, which incorporates near pixel-perfect quality, is able to convey the sense among viewers that they are actually on the field with the players.

According to the companies, digital 3D broadcasts will set a new broadcast standard in the months and years to come, just as high-definition broadcasts have enhanced the home viewing experience in recent years,. The upcoming NFL game will demonstrate the unprecedented picture quality viewers will soon be able to enjoy in their homes.

"The NFL has played an important role in the evolution of media and consumer acceptance of emerging technologies and we're pleased to work with 3ality Digital and RealD to glimpse into the future," said Howard Katz, the NFL's senior vice president of broadcasting and media operations. "This broadcast will be an exciting test of how 3D could affect fans' experience in the future."

3ality Digital is overseeing production and transmission of the 3D broadcast. The company has established itself as the leading provider of digital 3D offerings by bringing to market the first live action film shot entirely in digital 3D (U2 3D), the first transatlantic 3D broadcast (Jeffrey Katzenberg interview at IBC) and the first scripted television show shot entirely in live digital 3D (NBC's "Chuck").

"Digital 3D broadcasting provides a compelling and visceral experience for viewers, one that is shaping the evolution of a new content delivery standard," said 3ality Digital CEO Sandy Climan. "We already have demonstrated the tremendous value digital 3D brings to mainstream movies and scripted television programs, and we are looking forward to astounding the audiences who will be enjoying this unprecedented event on December 4."

RealD specializes in bringing the most advanced digital 3D projection capabilities to cinemas worldwide. RealD's next-generation 3D experience has garnered more than 90% of the global market for 3D cinema. The company will be providing access to RealD 3D-enabled theatres for the NFL event, as well as contributing 3D-capable television monitors to provide an advance look at the television viewing experience of the future.

"As boxing fans once gathered at local theatres to see heavyweight title matches in the era before pay-per-view and plasma televisions, RealD's new technology will give audiences another reason to head to the theatre," explained Michael Lewis, chairman and CEO of RealD. "The continued box office success and the strong audience response to films released on RealD's platform have shown that consumers crave a premium 3D cinematic experience. We look forward to giving fans of live events the opportunity to feel like they're in the front row without even being there."

The Dec. 4 broadcast will be transmitted live to invited audiences in the three theaters. Supporting this first-of-its-kind event are Clearview Cinemas, Mann Theatres and National Amusements, all industry leaders who have long embraced 3D and RealD. Collectively, all three circuits have over 160 RealD theatre locations, with major expansions planned for 2009. Technicolor Digital Cinema is providing the satellite transponder time and digital downlink services to each theater.