Cinemas pitch in for 3D rugby

New Zealanders might be able to go to the movies to watch the Rugby World Cup games live in 3D - or head to pubs and clubs that choose a premium Sky option.

Event Cinemas is working on an option that would provide a venue for people to watch the game live and in 3D.

But it depends on the International Rugby Board opening the door wider to the new technology.

The IRB is talking to its members about the feasibility of having the event filmed in 3D.

The IRB will have to decide by the end of this year at the latest, said Rugby World Cup Ltd general manager Ross Young.

But there are a lot of issues including whether there is enough interest overseas from broadcasters and sponsorship technology companies promoting the 3D TV sets.

TV networks say with such a tiny number of 3D TV sets in New Zealand it would not be viable for them to buy 3D rights. But if the IRB does opt to film the World Cup in 3D there may be options for rugby fans beyond their home TV sets.

Sky Television chief executive John Fellet is sceptical about the new technology.

But he says if the IRB opts for 3D, Sky might be prepared to offer a premium service for pubs and clubs. That would mean they would have to buy 3D projectors.

Meanwhile, Event Cinemas has linked with a production consortium that is offering to film the Cup.

An Auckland based production company - 3D Live - has confirmed it is seeking the rights to film the Cup in 3D alongside Sky, with British and Australian partners Can Communications and Ignition.

Event, which is still trading as SkyCity Cinemas, is saying it could offer live coverage in 3D from multiplexes in Queens St, Albany, St Lukes, Manukau, Hamilton and Lower Hutt. There was a strong demand from New Zealanders who could not afford to buy tickets to the games, said Event New Zealand general manager Jane Hastings.

Event is providing live coverage of some matches in soccer's Fifa World Cup at its Auckland 3D cinemas.

Young said Rugby World Cup Ltd had been talking to Sky TV, but there was no guarantee the host broadcaster would provide 3D coverage.

3D TV is emerging as a thorny issue. Big companies go on a marketing push to get people to buy TV sets while broadcasters resist the extra costs of the unproven technology.

Rugby bosses are under pressure to match the Fifa World Cup filmed in 3D. But rugby does not have the global following of soccer, so there is a question over how much the rights are worth.

"We're talking to [international broadcasters] and technology sponsors to recover some of the costs," said Young.

"It's a significant issue. We have not gone to a bidding process for the rights.

"But we are speaking to different entities about whether it is feasible."

Third Dimension

* Rugby bosses are asking broadcasters and sponsors if they are interested in 3D coverage of the 2011 Rugby World Cup.

* Live 3D rugby is not viable for New Zealand TV, but it might turn up at cinemas and at pubs and clubs who shell out for a premium Sky service.

* Sky TV is host broadcaster providing pictures worldwide for all 48 Rugby World Cup games in high definition.

* But there is no guarantee that it would film in 3D and at least one other company is trying to muscle in.

* Filming in 3D would create a squeeze in stadiums and the International Rugby Board is worried it would mean removing seats and losing ticket sales.