3D to Cinema Plan for World Cup Collapses. Mascot Survives.

Collapse in 3D World Cup Broadcast–Variety

3D to Cinema Plan for World Cup Collapses. Mascot Survives.The planned worldwide 3D theatrical telecasts of the World Cup soccer tournament are going forward — but without the company that originally secured the rights to the project.

FIFA, the governing body for the World Cup, posted a terse statement on its website Wednesday stating that the org has “terminated its relationship with Swiss company Aruna Media AG in respect of 3D public viewing rights for the 2010 FIFA World Cup with effect from 10 May 2010.”

The statement goes on to say that Aruna no longer has World Cup rights “or any other FIFA rights.”

[New Data: German Exhibitors Nix 3D World Cup

FIFA’s deal with Aruna and tech provider Sensio was announced only five weeks ago at the NAB Show ( Daily Variety , April 13).

Follow this Variety story at:
FIFA splits with 3D broadcaster
Aruna Media AG kicked out of World Cup
By DAVID S. COHEN | Posted: Thurs., May 20, 2010, 5:57pm PT

FIFA and Sensio are keeping mum on the details of what led to the falling out, and Aruna did not respond to a request for comment.

[DCT: The original press releases say that Sensio was originally chosen by Aruna.]

But while Aruna is out of the picture, plans for the 3D telecasts seem to be going forward. FIFA says it is now handling the rights directly, and Sensio says it is pressing on with its work, just working directly with FIFA instead of with Aruna.

[DCT: Translation; FIFA now has to go to every cinema owner to grant rights. While not unfamiliar with rights, they normally hand this off to one (or a few) big players.

Sensio, meanwhile, is a rights-based technology and equipment company. Are they also going to sign up cinemas to get the license fee, or will they rely upon the box supplier who has a Sensio decoder to collect the fees?]

FIFA will use Sensio’s format to send the out-of-home telecast and will tap into Sensio’s network of Live3D-enabled theaters worldwide.

[DCT: Aruna had originally picked Aqiva as the network for distribution. Aqiva has been building their chops in the dcinema world for a few years now. But they are equipment agnostic, and they are not a rights provider.

There seem to be some loose ends, and only a few weeks to go.]

Contact the Variety newsroom at news@variety.com.

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