Apollo Cinemas has revealed the details of its More campaign, meaning more (you can see how they thought up the name can't you?) 3D content will be hitting the screens at its 14 UK locations.

Using Sony Digital Cinema 4K technology Apollo is promising to not only show you the 3D blockbusters that come out of Hollywood, but sporting action, music concerts and theatre productions all in the third dimension as well.

The campaign kicked off earlier this month with a live Avril Lavigne album launch at the Apollo Cinema in London’s Piccadilly and, from next month, the cinema chain will be continuing its Global Season of Opera and Ballet with screenings of operatic film Carmen in 3D, which was shot over two performances at the Royal Opera House.

Nicole Oakley, marketing manager at Apollo Cinemas said: "As a leading cinema chain, Apollo is at the forefront of innovation by pioneering new and dynamic ways to communicate with its customer-base.

"Our partnership with Sony Digital Cinema allows Apollo to offer the ultimate digital cinema experience to all our valued guests. The Sony 4K technology provides outstanding image and sound quality, and enables us to extend our programming to alternative content, delivering new and exciting experiences for our existing and future customers."