WHITE River Cinema in St Austell has unveiled its new digital 3D projection system, becoming the first full-time cinema in England to invest in the next-generation technology.

What's On has 12 pairs of tickets to give away for lucky competition winners to experience it for themselves.

Film fans are now able to enjoy a revolutionary new experience by watching films in XPAND Digital 3D format at Cornwall's first new cinema complex to open for over 70 years.

Although a large number of cinemas in Europe, North America and Asia already use the system – it's the first of its type to be installed in a full-time commercial cinema in England.

The first film being shown at the £3.5 million cinema on Trinity Street is the new Disney Pixar animation UP, which was screened at the Cannes Film Festival earlier this year.

Cinema goers are given 'active' glasses with revolutionary LCD technology built into the lenses to view the cutting-edge digital projection.

Mark Williams, general manager of White River Cinema, said: "3D technology has changed a great deal in the last two years as digital projection is rapidly evolving. Gone are the days of being handed a pair of cardboard glasses with one green and one red side – these glasses are really intelligent and automatically turn on and off when a 3D film starts and ends. They're also environmentally friendly as the glasses are returned at the end of the film."

The success of White River Cinema has enabled its owners to bring forward the 3D installation less than a year after it opened its doors for the first time. The new projector is in addition to the four 35mm projectors currently being used.

Mark Williams added: "It is fantastic for cinema goers in Cornwall that we are able to introduce the new facilities in such a short space of time. We had planned to install a digital 3D projector in the second year of being open but thanks to the fantastic support we have had in our first nine months we have been able to move these plans forward. Our 3D screen will provide the opportunity to show alternative content such as opera and digitally restored 'classic' movies from previous generations."

Twelve films are being released in digital 3D in 2009 and there are over 20 planned for 2010. Future films to be shown in digital 3D include Jim Carrey as Scrooge in A Christmas Carol, James Cameron's Avatar and the partly locally filmed Alice in Wonderland starring Johnny Depp and directed by Tim Burton.

WTW Cinemas owns and operates White River Cinema in St Austell, as well as Truro, Wadebridge and Padstow. The family-run business is hoping to develop the existing Vic Bars site in Newquay into a new four-screen cinema and then refit the existing Plaza cinema in Truro, as part of its three-year development plan.

What's On editor Lee Trewhela, who saw UP at the cinema last week, said: "This stunning advance in 3D technology improved on what is already a fantastic film. The whole experience was breathtaking.

"It helps that the glasses are unobtrusive and comfortable. My six and four-year-old girls both kept theirs on for the duration of UP and there were often exclamations of 'wow, that was amazing' from their direction.

"There is another use for the glasses – to hide your tears; UP is a very moving film!"

WTW Cinemas has kindly donated 12 pairs of tickets to see the 3D screening of the winners' choice. The expiry date for tickets will be six months after the competition date and there is no cash alternative.

To win, tell us who provides the voice of UP's Carl Fredricksen. Is it:

● Ed Wood

● Ed Asner

● Ed Dielarge

Send your answers, marked 3D, to whatsoncornwall@c-dm.co.uk or on a postcard to the usual address by Tuesday, October 20. Usual rules apply – see Notices for full details.