Technicolor has announced that its next-generation 3D-on-film solution has commitments for more than 150 screens in North America in time for the release of Clash of the Titans from Warner Bros. on April 2.

Technicolor 3D employs a proprietary "production to projection" system that leverages 35mm film projectors used by the majority of U.S. and international theatres to deliver a high-quality 3D presentation to moviegoers. A patent-pending lens system splits the left and right eye images as the film runs through the projector to deliver a 3D-ready image onto a silver screen. The solution works with circular polarized glasses identical to the ones used for existing digital 3D cinema.

Technicolor's pricing features a "pay-as-you-go" business model than has proven attractive to theatre owners in mid- and small-size markets where the cost to convert to digital projection may be difficult to justify.

"Technicolor 3D offers exhibitors a high-quality solution at a low cost of entry, and helps get the industry past the current shortage of 3D screens," said Joe Berchtold, president of Technicolor's creative services business. "This is a win-win for exhibitors and studios that will generate immediate additional revenues from greater attendance and 3D ticket premiums, and provide a bridge solution to the digital transition."

Due to global demand for more 3D screens, Technicolor is expanding its 3D offering internationally to U.K., Spain and Italy. Technicolor has partnered with German-based TC3D to act as its sales and marketing agent for Germany, Austria and Switzerland. (The system launched with a demonstration at the Berlin Film Festival in February.) In addition, Technicolor has formed a strategic alliance with FujiFilm to market the 3D solution in Japan starting in April.

DreamWorks Animation, Lionsgate, Paramount Pictures, Overture Films, Universal Pictures, Warner Bros., and The Weinstein Company have announced support for the Technicolor 3D system. As previously announced, the Technicolor 3D system will initially debut in theatres for How to Train Your Dragon from DreamWorks Animation SKG, Inc. on March 26.