Partners Join Hands to Market Carmen in 3D

RealD and Toshiba have entered into a marketing and promotions alliance for the upcoming feature film event Carmen in 3D, filmed at the Royal Opera House, Covent Garden.

As part of the agreement, Toshiba will receive presentation rights for the film’s worldwide theatrical release and secures exclusive rights during a promotional period to package 3D Blu-ray Discs of Carmen in 3D with select 3D-enabled Toshiba brand consumer electronics, including TV, PC and Blu-ray devices.

Additional marketing, promotions and public relations activities are planned in support of the alliance.

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“Carmen in 3D is a first of its kind theatrical entertainment event and we look forward to working with Toshiba on this extension of our relationship to jointly market the property across cinema and consumer electronics,” said Robert Mayson, president of Consumer Electronics at RealD Inc.

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“Carmen in 3D is a rich and immersive performance delivering a refreshing and innovative approach to a timeless work of art, creating a sense of really being at the theatre,” said Masaaki Osumi, corporate senior VP, president and CEO, Visual Products Company at Toshiba Corporation.

Toshiba and RealD announced their collaboration on 3D technology for consumer electronics in January, 2010. The companies have since worked together to integrate support for the stereoscopic RealD Format in Toshiba’s REGZA 3D-enabled TVs and to integrate RealD technology into accompanying active 3D eyewear.

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A co-production by RealD and London’s internationally renowned Royal Opera House, Carmen in 3D is slated for release worldwide on March 5, 2011, exclusively in RealD-3D equipped theatres.

The release will mark the first time that an opera has been filmed and shown in theatres in digital 3D.

Georges Bizet’s Carmen has been captivating audiences since its debut in 1875. Filmed in 3D during two performances at the Royal Opera House, Carmen in 3D is a feature film depicting acclaimed director Francesca Zambello’s updated interpretation of the opera classic.

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It is directed for cinema by Julian Napier and produced by Phil Streather, with performances by Christine Rice (Carmen), Bryan Hymel (Don José) and Aris Argiris (Escamillo).

The Royal Opera House is home to The Royal Opera, The Royal Ballet and The Orchestra of the Royal Opera House.

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Rakesh Raman