Work underway on 3D cinema in Karachi

The highly awaited Atrium cinema equipped for 3D fims is in its test phase in Karachi.

KARACHI: Avatar’s release saw millions throng cinemas worldwide to watch the film in 3D - an experience Pakistanis missed out on. But the highly awaited Atrium cinema, which will be equipped for 3D fims, will put that to an end. Tentatively scheduled to open on December 24, the cinema is being touted as the first cinema house in Pakistan that will go “Digital in 3D.”

According to Brand TV’s Asim Qureshi, who is promoting Atrium Cinemas in Karachi, “We have successfully installed the digital equipment at the Atrium Cinema; we have started testing the equipment and are busy training the staff.”

Qureshi told The Express Tribune, “The world no longer relies on 35 mm technology, many of the cinema houses in India have already moved away (from the old style of projection). With 3D and digital aspect, one can view a film in crystal clear, near to perfect quality and with the best sound system.”

The cinema will have a seating capacity of 320 people.

The project also has the support of Mandviwala Entertainment and is being given technical help by Hussain Chagla who has been associated with the film industry since 1952. According to Chagla, “The first 3D film shown in Paradise Cinema was A House of Wax in 1954. It was followed by the release of It Came from Outer Space at Rex Cinema. Sadly both of these cinema houses have been demolished.”

“The 3D experience came back to Karachi in 1984 with the release of Treasure of the Four Crowns at Prince Cinema but the re-birth of 3D Digital at the Atrium Cinema will be an experience in itself,” added Chagla.

Once the cinema opens, its promiters promise to show James Cameron’s Avatar as well as Chronicles of Narnia: The Voyage of Dawn Treader, “for children market cinema houses like nobody else does.”

Published in The Express Tribune, November 22^nd, 2010.