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Monthly Archives: February 2009

Watching 3ality Digital at the World Economic Forum

Watching 3ality Digital at the World Economic Forum

We got to show our stuff at the World Economic Forum a few weeks ago, courtesy of our esteemed and peripatetic CEO, Sandy Climan, who was kind enough to bring along a 3D-enabled television to the annual confab (no, we don’t believe it was carry-on luggage, although we’re sure folks would have loved to watch 3D movies at high altitude).  We wanted to show off this great photo of some media luminaries being wowed by what we lovingly call our “Splash Reel,” which contains footage of great things like NFL football; FIFA soccer; NASCAR racing; boxing; our favorite television show, Chuck; and that fabulous movie U2 3D, all in digital live-action 3D.   Watching, from left to right, are Hiroshi Oto, President, Fujisankei Communications International, Inc; Chad Hurley, Co-Founder, YouTube; Paul Jacobs, CEO, Qualcomm; and Robert Forbes of Forbes, Inc.  They were all attending the Media, Entertainment and Information Governors Meeting at the World Economic Forum Annual Meeting 2009.  Nice company to keep, yes? 

Behind the scenes at Sobe's "Lizard Lake" shoot

Behind the scenes at Sobe's "Lizard Lake" shoot

Our friends at Box Office magazine have posted a great story on the future of cinema advertising— and it’s about 3D, naturally.  With 3D movies continuing to draw audiences and post strong box office results, it’s a natural fit.  Cinema advertising network Screenvision has been an early supporter of the format, and has already tested spots overseas for Fiat, Red Bull and Vodaphone.  Screenvision currently reaches nearly 1000 3D screens across the country, and the number is growing every day, as more cinemas convert to digital projection formats.  Greater reach — and the greater recall delivered by 3D — are clearly presenting an innovative opportunity for brands seeking new ways to efficiently reach audiences.  With a full slate of 3D films set for delivery over the next two years, and with a growing pipeline of live 3D events set to be broadcast to theaters, this is a real and powerful phenomenon.  We here at 3ality Digital are excited to support its growth, and we’ll take all calls from interested advertisers.  If you need to be convinced, ask us to show you Sobe’s “Lizard Lake” in HD digital 3D.  We’ll even throw in a bottle of your favorite Sobe flavor for the screening.

U2 3D Movie Poster

U2 3D Movie Poster

Awards season is always an interesting time here in LA — a great chance to review all the achievements of the past year, and to take a look at the folks who are moving the entertainment industry forward into new dimensions (yes, pun intended).  We’re delighted to say that our own first project, U2 3D, was honored with an award from the Visual Effects Society, which is the industry’s only organization that represents visual effects practitioners across multiple fields internationally.

U2 3D won Outstanding Visual Effects in a Special Venue Project, and kept company with other winners such as The Curious Case of Benjamin Button, Wall-E, and The Dark Knight.  Not bad for our independent project, huh?  It’s especially gratifying because the art of applying visual effects in live-action 3D has been especially hard to master, and we’re thrilled to be recognized for our work.  We’re also looking forward to sharing our developments with other filmmakers.

Special congratulations go out to U2 3D’s visual effects wizards:  Peter Anderson, Steve Schklair, David Franks, Jeremy Nicolaides.  You can read more about this year’s VES Awards here in Variety.

You may have heard a little something about that band called U2?  Well, we’re obviously big fans, and we’re delighted to say that their new album, “No Line on the Horizon,” debuted on MySpace Music today.  You can listen to the tracks here.   The album hits the market on March 2nd.   And those of you who are lucky enough to live in the Land of the Rising Sun will also be able to see U2 3D in theaters at the same time — we’re thrilled to announce that our favorite movie will open in Japan the first week of March.

Shooting U2 3D

Shooting U2 3D

Did you miss the big day?  What big day, you ask?  Well, the day that Chuck challenged the Third Dimension.  It was the first 3D broadcast of a scripted television show, and it aired on NBC on February 2nd.   If you’re among the uninitiated, no worries — you can catch the episode on Hulu, in both 3D and 2D (for the Luddites among us).  To watch the 3D version, simply don the handy Color Code glasses you picked up for the Super Bowl, and voilà, Chuck leaps off the screen, courtesy our genius camera team here at 3ality Digital, who shot all the 3D footage.

As much as we love the work week here at 3ality Digital, what we’re really waiting for — at least this week — is the weekend. Why, you ask? Well, because it’s Super Bowl weekend, when the world is going to get a look at the fruits of our labor: one of the first 3D commercials to air during the Super Bowl. That’s right — 3ality Digital shot the live footage for the groundbreaking SoBe LifeWater/DreamWorks/Intel commercial airing at halftime.

You don’t want to miss out on this one! You’ll need a special pair of glasses to see the 3D. Intel is distributing about 125 million pairs, so it should be easy to find some. Check out SoBe LifeWater displays at these retailers: K-Mart, Safeway, Vons, Ralphs, Kroger, A&P, Frys, Supervalu, Food Lion, Pathmark, Coburn, Fairway, Fresh Brands, Hy Vee, Nash Finch, Dollar General and Winn-Dixie. You’ll also be able to find them at Target and Meijers, although the glasses won’t be in stock in those stores until January 31st. The glasses are free — no purchase required.

And, once the commercial is over and you’ve enjoyed a few monsters, aliens and dancing lizards in 3D, don’t ditch the glasses. That’s because NBC will be airing a full episode of Chuck in 3D the following night, February 2nd. That’s right, a full episode of Chuck, featuring a guest appearance by Dominic Monaghan, shot in live, digital 3D by … you guessed it, 3ality Digital.

So, round up your buddies and your football jerseys, and kick back to enjoy a little 3D on your TV. You’ll be participating in the evolution of entertainment’s next dimension — something to tell your grandkids, one day.