Six 3D World Cup Matches To Be Shown In Selected UK Cinemas

Jonathan Sutton

Although 25 of the FIFA World Cup 2010 football matches are to be filmed in 3D using Sony HD equipments, UK viewers won’t be able to enjoy these live 3D broadcasts at home, because Sky — the only broadcaster in the UK capable of delivering 3D content via its Sky 3D channel — has not secured any broadcasting rights to the World Cup this year.

3DTVs blessed with on-the-fly 2D-to-3D conversion technology (which can render 3D depth out of 2D live broadcasts) offer a partial solution, but fortunately for football fans who are hell-bent on watching the games live in virtual 3D, there is now a better way: 6 of the last 7 matches in the World Cup 2010 will be shown live in 3D in a selected number of cinemas around the UK.

SuperVision Media, a specialist provider of alternative content like concerts and sporting events to cinemas worldwide, has signed an agreement to broadcast 3 of the 4 quarter-finals, both semi-finals and the concluding final live in 3D at around forty 3D-ready cinemas within the Cineworld, Empire, Odeon and Vue chains across the UK. Here are the 6 games scheduled to be shown in 3D:

  • Second quarter-final: Friday, 2 July 2010, 7:30pm;
  • Third quarter-final: Saturday, 3 July 2010, 3:00pm;
  • Fourth quarter-final: Saturday, 3 July 2010, 7:30pm;
  • First semi-final: Tuesday, 6 July 2010, 7:30pm;
  • Second semi-final: Wednesday, 7 July 2010, 7:30pm; and
  • Final: Sunday, 11 July 2010, 7:30pm.

While ticket prices remain unknown at this point (and may vary from one cinema chain to another), they are expected to range between £12 to £15, mirroring the costs of entrance to 3D movies. You can find out more about your nearest participating cinemas (London, Manchester, Liverpool, Newcastle, Dublin and others) directly from SuperVision Media’s website.

Eager to ride on the success of 3D movies like Avatar and 3D live sports broadcasts such as the Six Nations 2010 rugby matches (which sold out in advance following an initial screening), UK cinemas have scrambled to equip their theatres with digital 3D screens (currently standing at 663 across the country). With little other avenue available to viewers who wish to experience the once-every-four-years World Cup matches in glorious 3D, cinema tickets for these live 3D broadcasts are expected to sell like hot cakes.