Comin' at ya

(Photos by Randy M. Cauthron) Southpark 7 General Manager Jarrad Black sports a pair of the new 3D shades, next to the new Barco Digital Projection system. [Order this photo]

When Spencer's Southpark 7 Theatre General Manager Jarrad Black said the new Jonas Brothers concert event is going to be a real "in your face" experience, he wasn't kidding.

The local theatre location is one of 10 in the Fridley Theatre chain to install the new Barco Digital Projection system featuring Real D technology. Friday's release of The Jonas Brothers Concert movie will be the first in a series of 3D films to hit the market this year using Real D.

"People can expect something they've never seen before or never dreamed of seeing on a movie screen. It give's off a real holographic image on the screen. I think people are going to be amazed," Black said.

Black has been actively involved in the Real D installation process, setting up the systems at nine of the 10 Fridley Theatres. The 11-year Fridley employee has been in Spencer for 11 months.

While Black admitted that the Jonas Brothers aren't exactly his style of music, he said the show - which he pre-screened - will blow theatre going fans away. "Technically you're going to a concert. It's a concert experience. You feel like you're right there in the front rows and back stage."

(Photo by Randy M. Cauthron) Jarrad Black enters a key code into the new digital projection system as he prepares to show a 3D capability piece, as well as preview for the upcoming summer line-up of Real D films. [Order this photo]

Real D takes the old 3D sensation and turns it on its head. No more multi-color paper glasses. No more fuzzy images.

Real D uses regular tinted glasses, resembling the Ray Ban style; a silver screen that uses a light coat of silver paint to help project the image; and a $100,000 piece of equipment in the projection booth that uses a hard drive with a USB hook up to deliver the film straight to the server, and an e-mail, time-coded key to play the movie.

The system in Spencer has been in place for the past two weeks. Spencer is the only theatre within a two-hour radius to offer the Real D movie experience.

Several other films will be released using the Real D technology in the coming months. Among them, Dreamworks heavily anticipated, Monsters Vs. Aliens on March 27, and the third film in the Ice Age series.

"Plans are calling for a new 3D film about once a month," Black said.

First up

Jonas Brothers: The 3D Concert Experience will be the first Real D movie to debut on the Spencer screen beginning this afternoon at 2 p.m. Tickets for this concert event will be $15 at Southpark 7, which is less than the $18 to $20 being paid for tickets in the bigger city theatre. The increased ticket cost is because it's a special event.

See the Review

See film review for Jonas Brothers: The 3D Concert Experience on page 8a in today's Daily Reporter. Showtimes are 2 p.m., 4:45 p.m., 7 p.m. and 9 p.m., today and Saturday; Sunday times are 2, 4:45 and 7 p.m.; and Monday through Thursday, the film will show at 4:45 and 7 p.m.

What's the Cost?

Not counting the special Jonas Brothers concert prices, ticket cost for the Real D films will be a bit more than standard films, jumping from a $7 ticket to $9 for general admission. Traditionally, theaters' pay a movie company to show a film, additionally, Fridley now must also pay for the use of the Real D technology plus the initial upfront investment according to Black. The ticket increase will be used to cover those new costs.

Where Do I Get Tickets?

Tickets are available at the Southpark 7 box office in the Southpark 7 Mall prior to the showing of any film, or can be purchased in advance online at www.fridleytheatres.com.

What Do I Do With These Glasses?

Keep them or recycle them. Each ticket will produce a new pair of glasses. Moviegoers can take them with them, or they can recycle them be depositing them at a receptacle in the theatre. Real D will take care of the recycling process.