'Chicken' release set on more than a wing and prayer
By Sheigh Crabtree The Hollywood Reporter
As the Walt Disney Studios breaks open its digital 3-D version of "Chicken Little" on 84 screens this weekend, behind the scenes a veritable army of technologists is poised to ensure that the world's first digital 3-D theatrical release arrives sunny side up.
To help exhibitors through this crucial weekend, one d-cinema engineer is assigned to each 3-D screen for the first run of the film. No fewer than three toll-free numbers have been set up for exhibitors, and new d-cinema projectors have magnets stuck to them with help lines clearly displayed.
For the past week, key studio and d-cinema executives involved with the 3-D release have been holed up in a war room known as "the chicken coop" on the Disney lot, overseeing the deployment of the 84 new digital 3-D projection systems. A few execs will remain stationed in "the coop" over the weekend to deploy response teams to any exhibition sites in peril.
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