RealD is moving into IMAX territory with its new premium large format brand LUXE: A RealD Experience. The company presented the initiative to exhibitors gathering in Barcelona today at CineEurope. LUXE auditoriums will start to roll out this winter in Europe with Russia’s Karo Film and Bulgaria’s Arena Cinmea among early adopters. Some existing large format theaters will be re-branded while new theaters will also be upgraded. They’ll each be equipped with wall-to-wall/floor-to-ceiling screens of at least 16 meters in width; ultra bright 2D and 3D; enveloping audio and luxury seating. Expansion to other territories is planned further on down the line. “The studio and exhibition communities have long called for a PLF unification strategy to best capitalize on the profit potential of this fast growing premium cinema segment,” said RealD Europe managing director Robert Mayson. “RealD is uniquely positioned at the intersection of content, exhibition and technology, allowing us to best serve the industry and moviegoers alike with a singular premium cinema experience we believe will become synonymous with out of home entertainment at its finest.”