Men in Black III gets world’s largest 3D screen premiere

A Guinness World Record was awarded to Sony Pictures for its giant 26m x 14m 4K 3D projection of the Men In Black III premiere in Berlin on May 14th.

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About 7000 viewers watched the return of Agents J (Will Smith) and K (Tommy Lee Jones) on the world's biggest 3D screen thanks to an array of four Sony 4K SRX-R320 projectors projecting left eye and right eye images. The set up was constructed in Berlin’s O2 World venue.

Celebrity guests such as Will Smith, Nicole Scherzinger and Josh Brolin were all in attendance at the German premiere, along with film director Barry Sonnenfeld.

David McIntosh, Senior Vice President, Sony Digital Cinema said: “We are delighted to support the premier of Men in Black III with our Sony 4K Digital Cinema projection technology allowing the delivery of a truly innovative cinematic evening. Offering an immersive visual experience to the Men in Black III premiere attendees, Sony’s unique digital cinema projection system provided spectacular detail with “easy on the eye 3D”, even on a screen as large as 25.9m.”

Martin Bachmann, Managing Director, Sony Pictures Germany said “Men In Black III is a hugely popular and eagerly anticipated film release and one which we wanted to showcase by using the best projection technology available. Sony’s projection system allows viewers to get incredible detail and clarity, something which is absolutely essential for this action packed blockbuster.”

Men In Black III was originally shot in 2D and later converted to 3D.
 

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