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Ifa_berlin_2010_logo3D will be at the top of the agenda when the 50th edition of IFA opens for business on 3 September at the Berlin Exhibition Site. The worlds of entertainment and sport will take to the stage in keynote speeches – with a little help from RealD.

RealD is supplying the 3D projection technology, screens and additional 3D content for the keynote sessions, while those attending will all receive special glasses from RealD to enjoy the show.

ESPN and Constantin Medien will discuss the future of 3D entertainment and new 3D content will include the world premiere of the trailer for the latest Resident Evil film

Bernhard Burgener, CEO of Constantin Medien AG, will talk about the role of cinema in driving 3D media consumption in his 3.30pm speech, as well previewing the trailer for the computer-generated animation feature Konferenz Der Tiere (Conference Of The Animals), and the first 3D instalment of the hit movie series Resident Evil. Both will be released in September.

Half an hour before that – at 3pm – Bryan Burns, vice president of strategic business planning and development at ESPN, will discuss the challenges and alliances that need to be formed to drive consumer interest in 3D.

Burns will also talk about his company’s experience of broadcasting sporting events in 3D and address the lessons already learned from 3D coverage of the Masters and the FIFA World Cup.