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Monthly Archives: March 2009

Shooting the 3D live-action "Lizard Lake" footage.

Shooting the 3D live-action "Lizard Lake" footage.

We’re all familiar with March Madness.  But are you familiar with March Adness?  It’s just as dynamic, and from our point of view, incredibly fulfilling.  Why?  Well, because Sobe’s “Lizard Lake” is competing today for a chance to go to the Final Four.  As you might recall, we had a little something to do with this commercial — which was the first 3D commercial to air on network television, during Super Bowl halftime, no less.  So go cast your vote, and do it today, as there are only 14 hours left in the competition.  Lee the Lizard may just do a little 3D jig of happiness in return.



Here at 3ality Digital, we’re devoted fans of Pixar and Disney.   Some of us even remember the time when Pixar was housed in a warehouse in Point Richmond, slaving away at pioneering a new form of animation — and the sunny day in 1988 when Tin Toy, the first completely computer-animated short, won an Academy Award.

So we were understandably delighted to hear that Pixar’s latest film — and its first 3D film —  Up is slated to open the prestigious Cannes Film Festival this year.   We like to think that we help put 3D filmmaking on the map when we showed U2 3D there, opening eyes (both eyes!) to the fact that 3D is the next great development in the art form.  Glad to see that folks are catching on.

And while most of us won’t be hanging out on the red carpet at Cannes, we’ll have our very own opportunity this week to take in a ground-breaking 3D movie:  Monsters vs. Aliens, DreamWorks Animation’s first all-3D film.  We can’t wait.

The album cover for "No Line on the Horizon."

The album cover for "No Line on the Horizon."

Our favorite band released their new album, No Line on the Horizon, on March 3rd, and the disc promptly climbed to the top of the charts.  In celebration, U2 3D has returned to selected U.S. cities for an encore run, including Sandy, UT; Austin, TX; Ft. Lauderdale, FL; Raleigh, NC; Myrtle Beach, SC, Monterey, CA; Washington, D.C.; and Boston, MA, where ticket sales are going gangbusters.   U2 3D is also slated for a series of return performances in London.    The movie, which USA Today dubbed “even better than the real thing,” is also currently wowing fans in Paris, Japan, the Philippines, Turkey and Romania, proving that Bono and Co. are fluent in the world’s most popular language:  music.

To find a theater near you, visit the official website and click “Find a Theater.”   And then “Get On Your Boots” and go rock out to the greatest — and first!– concert performance ever shot in live-action digital 3D.

skyWe were delighted to work with Sky Sports last year to create some spectacular 3D footage of boxing matches.  (According to those who run televised sports, it was time well-spent:  “I think it [3D] is going to save the sport of boxing,” said David Hill, Chairman of Fox Sports, in an interview with the Wall Street Journal last November.)   We were even more delighted that Sky went the extra step and tested delivery of 3D HD content to more than 600,000 customers in the UK last fall.    Now we’re just tickled pink — or maybe Sky blue? — that Chris John’s, Sky’s Chief Engineer, has indicated that Sky is working to roll out a commercial 3D HD service through their set-top boxes, and that the broadcaster is actively seeking to build a content library in advance of the launch.  Indeed, Mr. Johns reinforces our point of view when it comes to the art of the possible, stating that there is now “the capability for homes to see 3D by year-end.”

At 3ality Digital, we’ve long maintained that once you view sports in 3D, it’s hard to go back to 2D, which is why we’ve worked to perfect our live digital 3D image-capture and transmission systems.  We’ve also ensured that this technology can be implemented in a modular fashion, so that it’s easily integrated into the standard broadcast trucks that are used at virtually every live event.  So, choose your favorite Olympic sport — or perhaps a favorite footie club — and get ready to enjoy the action in 3D from the comfort of that living room sofa.  Couch potatoes never had it so good.

logoWe’re delighted to announce that our CTO, Howard Postley, has joined the board of the 3D@Home Consortium.   If you’re not familiar with the Consortium, it’s made up of a group of companies spanning the globe who are devoted to ensuring the best possible viewing experience as the 3D media industry emerges.  Given that we expect 3D to be a key format in the entertainment business pretty soon, it behooves us to ensure that you — the consumers– love it.  And Howard’s just the guy to help make that happen.

For the full scoop, here’s a copy of the press release:  3dhome_elects_new_chairman2

And for more information, visit the 3D@Home website.