Dolby introduces lighter, cheaper 3D glasses to better compete with RealD and IMAX

Dolby has been working on getting the cost of its 3D glasses down since bringing Infitec color shift technology to theaters back in '07 and it couldn't wait for CinemaCon 2011 next week before announcing the new models seen above. These should please theater operators by being cheaper than the old ones -- down to $12 or less per reusable pair from $17 last year and $27.50 the year before that -- and hopefully cinemagoers by being lighter, with a new multilayer optical film from 3M and redesigned frame to help block extraneous light. There's also RFID tags to help keep them from walking out of the moviehouse, and it claims they will fit over 98 percent of prescription glasses. So far RealD has lead the market with its cheaper glasses, multiple styles and home HDTV cross-compatibility, while IMAX is synonymous (usually) with big screens, but if theaters start passing down that savings in the form of lower ticket prices we might pick out a Dolby screen among the other 3D theater competition the next time we head to the theater.

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Dolby Announces Next-Generation 3D Glasses at CinemaCon 2011

High-performance, stylish, reusable 3D glasses deliver cost savings to exhibitors and improved comfort to moviegoers

SAN FRANCISCO--(BUSINESS WIRE)-- Dolby Laboratories, Inc. (NYSE: DLB) today announced the availability of its next-generation Dolby® 3D glasses. Designed with Dolby's 3D technical know-how, the expertise of a leading eyewear design company, and 3M's new multilayer optical film lenses, the glasses are compatible with Dolby 3D Digital Cinema systems currently installed.
Dolby's Next Generation 3D Glasses (Photo: Business Wire)

Dolby's Next Generation 3D Glasses (Photo: Business Wire)

"With the newly designed Dolby 3D glasses, we look to maintain the premium quality visual performance that Hollywood has come to expect from Dolby 3D, while providing a more comfortable fit for cinemagoers and a lower price point for exhibitors," said Matt Cuson, Senior Marketing Director, Cinema, Dolby Laboratories. "The next-generation Dolby 3D glasses strike the perfect balance between style and performance and are designed to be used repeatedly, bringing per-ticket costs well below disposable single-use 3D glasses."

The new glasses are currently available at a list price of $12.00 or lower when purchased with a Dolby 3D bundle. Dolby also plans to make children-sized glasses available next quarter.

New Technology Increases Performance

* Dolby has partnered with 3M to develop a new multilayer optical film lens that greatly reduces the weight of the glasses, increasing comfort while providing the excellent optical performance moviegoers expect from Dolby 3D.
* A more robust mechanical design, the new nylon frame features wide side temples and a shelf along the top edge of the frames, which help prevent extraneous light from entering the glasses, reducing internal lens reflections.

Style Enhances Comfort

* Updated industrial design makes both the audience member and the movie look marvelous.
* The new frames fit comfortably over 98 percent of prescription glasses and are well-suited to youth and adults.

More Robust for More Use

* The next-generation Dolby 3D glasses can withstand the rigors of many wash cycles and can be reused hundreds of times.
* The new 3M lenses are scratch resistant and include an antireflective coating.

RFID Tags Added for Tracking

* Beyond the antitheft tag included in previous generations of Dolby 3D glasses, the new Dolby 3D glasses also include individually serialized RFID tags.
* These tags can be used for inventory tracking and management.

New Lower Cost

* Dolby 3D glasses are high-performance, environmentally friendly, passive glasses that require no batteries or charging.
* Because they are reusable, the per-ticket cost of Dolby 3D glasses can be well below the cost of disposable 3D glasses.
* The new glasses are available at a list price of $12.00 or lower when purchased with a Dolby 3D bundle.

Exhibitors interested in learning more about Dolby 3D should contact their nearest Dolby reseller or Dolby sales office, or visit Dolby in booth (1600A) during CinemaCon 2011 at Caesars Palace.

About Dolby 3D Digital Cinema

Dolby 3D Digital Cinema technology, in conjunction with digital cinema projectors featuring Texas Instruments Digital Light Processing™ (DLP) technology, provides exhibitors with an efficient and flexible solution designed to deliver a superior 3D experience. Dolby's 3D solution uses a unique full-spectrum color-filter technology that provides realistic color reproduction and extremely sharp images. Since launching in November 2007, Dolby has shipped over 7,600 Dolby 3D systems and has one of the largest global footprints with over 400 exhibitor partners in 67 countries.

About Dolby Laboratories

Dolby Laboratories (NYSE: DLB) is the global leader in technologies that are essential elements in the best entertainment experiences. Founded in 1965 and best known for high-quality audio and surround sound, Dolby creates innovations that enrich entertainment at the movies, at home, or on the go. For more information about Dolby Laboratories or Dolby technologies, visit www.dolby.com.

Dolby and the double-D symbol are registered trademarks of Dolby Laboratories, Inc. DLP Cinema is a trademark of Texas Instruments. S11/24064 DLB-G