Cinedream Faenza and Victoria Cinema, Italy
Interior of Cinedream Multiplex Faenza, Italy
"We have nearby competitors that use different 3D systems, not Dolby. But our customers tell us that Dolby is better. They say the colors are brighter and stronger, and the visual effects are superior to other 3D systems."
—Benedetta Bentini, Theater Manager, Cinedream Multiplex Faenza and Victoria Cinema
Cinedream Multiplex Faenza opened in October 2000 and was the first cineplex in the Romagna region of Italy. It is part of a small, independent chain of three cinemas that includes Victoria Cinema in Modena, which opened in June 2008. In total, the chain has four screens equipped with the Dolby® 3D system.
According to Theater Manager Benedetta Bentini, both Cinedream and Victoria are in competition with large, well-known cineplex chains in their areas. To keep their customers happy and to keep them coming back, the smaller cinemas make a big effort to treat all their customers like friends. This includes offering well-equipped and purpose-designed auditoriums, special promotions, loyalty cards, and a communications program that keeps patrons up to date on new film releases and cinema news and events.
Choosing Dolby 3D
When it came to selecting a 3D system for both cinemas, Dolby was at the top of their list, Benedetta said.
“We know that Dolby provides a fantastic moviegoing experience,” said Benedetta. “The company is an industry leader and offers good products. It also has 40 years' experience in the cinema business, is committed to the industry, and provides excellent technical assistance. This was all important to us when we were selecting a 3D system.”
Cinedream and Victoria cinemas show 3D and 2D movies in the same auditorium, so a system that required a specific silver screen was problematic. The cinemas also appreciated that the Dolby 3D glasses are reusable, as helping to protect the environment is important to their staff.
“Our customers at times go to other cinemas that use other 3D systems, so they don’t always know that they need to return the glasses,” said Benedetta. “To help with this, we’ve put a sign on the auditoriums doors, there’s an information spot at the beginning of each 3D screening, and our staff actively ask for the glasses to be returned. All of this together works well for us.”
Dolby 3D reusable glasses are designed to be easily cleaned and disinfected after every use. Cinedream and Victoria wash the glasses after every screening and store them appropriately to keep them hygienic. They also go one step further by using gloves to distribute the glasses to customers. This helps to prevent contamination and eliminates the possibility of fingerprints getting onto the lenses.
“We have nearby competitors that use different 3D systems, not Dolby,” said Benedetta. “But our customers tell us that Dolby is better. They say the colors are brighter and stronger, and the visual effects are superior to other 3D systems. You can get the best viewing experience everywhere in the auditorium. We’re happy we selected Dolby 3D.”