The groundbreaking broadcast - featuring NFL Network's Thursday NightFootball game between the San Diego Chargers and the Oakland Raiders - will beshot and transmitted by 3ality Digital and shown to invited guests at RealD3D-enabled theaters in Boston, Hollywood and New York City. The three-dimensional nature of the broadcast, which incorporates near pixel-perfectquality, is able to convey the sense among viewers that they are actually onthe field with the players.

Just as high-definition broadcasts have enhanced the home viewingexperience in recent years, digital 3D broadcasts will set a new broadcaststandard in the months and years to come. The upcoming NFL game willdemonstrate the unprecedented picture quality viewers will soon be able toenjoy in their homes.

"The NFL has played an important role in the evolution of media andconsumer acceptance of emerging technologies and we're pleased to work with3ality Digital and RealD to glimpse into the future," said Howard Katz, theNFL's senior vice president of broadcasting and media operations. "Thisbroadcast will be an exciting test of how 3D could affect fans' experience inthe future."

Burbank-based 3ality Digital is overseeing production and transmission ofthe 3D broadcast. The company has established itself as the leading providerof digital 3D offerings by bringing to market the first live action film shotentirely in digital 3D (U2 3D), the first transatlantic 3D broadcast (JeffreyKatzenberg interview at IBC) and the first scripted television show shotentirely in live digital 3D (NBC's "Chuck").

"Digital 3D broadcasting provides a compelling and visceral experience forviewers, one that is shaping the evolution of a new content deliverystandard," said 3ality Digital CEO Sandy Climan. "We already have demonstratedthe tremendous value digital 3D brings to mainstream movies and scriptedtelevision programs, and we are looking forward to astounding the audienceswho will be enjoying this unprecedented event on December fourth."

RealD, based in Beverly Hills, Calif., specializes in bringing the mostadvanced digital 3D projection capabilities to cinemas worldwide. RealD'snext-generation 3D experience has garnered more than 90% of the global marketfor 3D cinema. Currently, with over 100 exhibition partners, more than 5,500worldwide screens are committed to install RealD's platform. The company willbe providing access to RealD 3D-enabled theatres for the NFL event, as well ascontributing 3D-capable television monitors to provide an advance look at thetelevision viewing experience of the future.

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

Next month's broadcast is the latest in the NFL's ongoing efforts to usetechnology to enhance fans' enjoyment of the sport. Decades ago, the NFL wasthe first sports league to establish weekly sports programming on primetimetelevision in 1970 with Monday Night Football. In the years since, the leaguehas been at the forefront of emerging media, including cable and satellitetelevision, satellite radio, online and mobile phones.

The Dec. 4 broadcast, which is being produced by 3ality Digital andpresented in RealD, will be transmitted live to invited audiences in the threetheaters. Supporting this first-of-its-kind event are Clearview Cinemas, MannTheatres and National Amusements, all industry leaders who have long embraced3D and RealD. Collectively, all three circuits have over 160 RealD theatrelocations, with major expansions planned for 2009. Technicolor Digital Cinemais providing the satellite transponder time and digital downlink services toeach theater.

About 3ality Digital

3ality Digital is a state-of-the-art entertainment company that usesadvanced technologies to power uniquely dynamic content and audienceexperiences in 3D. The company's mission is to deliver pixel-perfect 3Dentertainment from image capture through broadcast, regardless of viewingplatform. Based in Burbank, Calif., 3ality Digital brings together world-classexperts in the fields of filmmaking, science and technology to developenvironments in which audience members feel the action and become part of themoment. The company's debut production, U2 3D, was the first movie shotentirely in digital live action 3D, and is nearing $20M in global box office,making it one of the highest-grossing concert films of all time.

About RealD

RealD is the global leader in 3D, bringing the most advanced and enjoyabledigital 3D experience to cinemas worldwide. RealD's next-generationtechnology, deployed across the world's largest 3D platform in 29 countrieswith more than 1,500 installations worldwide, provides a stunningly realisticviewing experience. The impact of 3D upon today's moviemaking has beencompared to the advent of color film when once there was only black and white.Beyond cinema, RealD is the worldwide inventor and provider of keystereoscopic technologies used in science, manufacturing, marketing, and otherindustries, with thirty years of scientific development behind its systems.RealD's mission-critical 3D visualization technologies are used byorganizations such as NASA, Pfizer, BMW, Boeing and more. For moreinformation, visit www.RealD.com.

SOURCE 3ality Digital