Screens should be able to extend to 140 feet wide and utilize more of the screen at the top and bottom, Gelfond says. And the high cost of Imax film prints, which show more brightly than digital files, meant that only about eight big-budget blockbusters a year could be shown on giant screens. Until now, digital projectors haven't been able to use all the real estate of the largest screens because industry-standard xenon bulbs weren't bright enough. The technology will allow more movies to be screened in giant theaters, says Imax Corp. Laser projection is more than contrast, though. Tickets for laser-illuminated shows will be the same price as those shown in Imax's standard format. Others include the AMC Loews Lincoln Square 13 in Manhattan and Empire Cinemas' Leicester Square in London. The Chinese Theatre, one of the largest Imax theaters in the world, is one of more than a dozen locations that Imax expects to outfit with laser projection this year. Imax's first laser projector just started operating in Toronto's Scotiabank Theatre in December. "Furious 7" will mark the first time a film is being premiered in laser. Deep blacks, one of the touted benefits of laser projection, stood out boldly, particularly in actress Michelle Rodriguez's eyes and hair, a suit worn by actor Jason Statham, Vin Diesel's tank top, black car paint and shadows in the grooves of tire treads. In laser-projected trailer footage of "Furious 7" shown exclusively to The Associated Press, details were noticeably crisper than images shown in a standard-sized auditorium with a regular digital projector. Lasers are supposed to be able to heighten contrast.
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