We make reference to your article on page 27 of your issue of Sunday 24 August, entitled “Boycott this cheat”. This article is totally unfounded. We would have expected your contributor, namely Mr Eric German, to be more aware of what is going on in the cinema industry in Malta… especially following the various confessions in his article that preceded on page 12 and 13 as to his passion for the film industry.
“Journey to the Centre of the Earth… was made in 3D and it was meant to be seen in 3D…” Eric German wrote... and rightly so: this is what has been done!
Empire Cinema Complex – which, by the way happens to be in Bugibba… which is in Malta – is showing this same film in Digital 3D. It is the only cinema complex in Malta currently showing films in Digital 3D with the latest technology available in Europe.
Much has been said in the media lately following the launch of same Digital 3D equipment at same Empire Cinemas; and if this is not a case of “private exhibitors who compete to give their patrons the best value for money”, we would be glad to have some light shed as to what it is! Unlike what Eric German is saying, the film was in no way robbed of its entertainment value. On the contrary – and all write-ups in the local media vouch for it – seeing this film in Digital 3D drastically enhanced the value of this truly epic movie.
It is well worth mentioning that with digital projection viewers are ensured a crystal clear picture quality. With 35mm film every imperfection gets shown, as the 35mm print passes through the projector; scratches, dust, fluff, stray hair and all. With a digital projector linked to a server the picture is simply flawless (Mr German please note.)
It is truly unheard of that a genuine film critic goes as far as asking cinema patrons to boycott a film… and such action based on anything but facts! We at Empire Cinemas totally disagree with such shallow statements as we are ceaselessly seeking to ameliorate our product and invest our resources to ensure that our audiences have a true experience when they visit our Complex. The same undoubtedly goes for all other cinemas in Malta and especially KRS who are the local distributors of all films to date shown in all cinemas in Malta, and who incidentally also provided the Digital 3D version of same Journey to the Centre of the Earth.
As DreamWorks CEO and Shrek’s producer Jeffrey Katzenberg says; “Digital 3D represents a revolution for filmmakers and filmgoers, bringing an entirely new experience to the movie screen. It’s the biggest innovation in the movie business since the advent of colour 70 years ago.”
So I invite your readers and contributors to come and enjoy this wonderful experience of 3D at the Empire Cinema Complex!
Jimmy Zammit
Cinema Manager
Empire Cinema Complex
Bugibba
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