viewpoint 3D
It’s the million-dollar question: Is
stereoscopic 3D a novelty that will
eventually fall out of fashion and fade
away, or is it the future of creative
production? IBE’s Robert Taffurelli
reports.
The future...in 3D
W
elcome to the year of in our industry or outside of it,” said With a special 3D screening of
3D. Not a new claim, Horton. “Now, for filmmakers, post Journey to the Centre of the Earth, the
admittedly. After all, houses, broadcasters and increasingly first live action, narrative film to be
with so many consumer electronics companies, it is shot in digital 3D, and the first trans-
proclamations and the single hot topic.” Atlantic telecast in stereoscopic high
announcements The film industry, more specifically definition 3D, IBC 2008 truly entered
being made in a barrage of Hollywood, has been the first to take the third dimension. RealD and Christie
conferences and exhibitions, stereoscopic 3D seriously and joined forces for the trans-Atlantic
broadcasters have become somewhat maximise its full potential. “It seems telecast enabling digital 3D images to
immune to the ‘next big thing’. And from the 1960s onwards the film 3D be projected using a single digital
who can blame them? With technology market settled into specialist areas like cinema projector on larger screens
moving at such a pace the innovation IMAX with the odd high profile side than previously possible. The CP2000-
of the decade is always just around the project to a big movie: Amityville 3D, XB, the latest addition to Christie’s
corner and yet, how often has the Jaws 3D and Terminator 2, often linked digital cinema projector line-up,
industry truly experienced a to theme parks and museums,” said combined with RealD XL technology,
groundbreaking innovation? Could 3D Horton. “Things started to change a are allowing 3D cinema content to be
be what we’ve all been waiting for? few years ago.” projected onto screens larger than any
3D immediately conjures up images Back in 2006, 3D started to make other digital 3D technology with a
of B-movie monsters, third-rate sequels inroads into feature-length films, single projector.
and ridiculous (not to mention
Encouraged by
originally appearing in exclusive IMAX- “RealD has been involved with live
uncomfortable) cardboard eyewear. In
high praise
only presentations of major theatrical 3D broadcasting since its inception,”
short, a gimmick that has always fallen
and, of
releases, such as Sony Pictures said Joshua Greer, president and co-
short of its potential. Could it be the
course, box
Animation’s Open Season. This was founder of Real D. “Our participation
very idea that 3D moving images can soon followed by Beowulf and U2 3D, with Christie underscores RealD’s
never be matched by the reality? And
office success,
only this time the films were being commitment to innovation and
yet, the goal of 3D vision, it seems, is stereoscopic screened in mainstream cinemas to continued leadership in 3D
just too alluring. Filmmakers, technology
3D in
larger audiences - on came the glasses technologies. By combining the digital
companies and post production houses
Hollywood
and Bono and the boys were and cinema expertise of both
have refused to give up on the holy
grail of production technology.
continues to
performing in the cinema with you, companies, we can now deliver 3D to
So, the million-dollar question is: is
go from
only inches away from your popcorn. even larger screens without
The success of these films, along compromising quality.”
stereoscopic 3D a novelty that will strength to with Hannah Montana & Miley Cyrus: Already partnered with Odeon and
eventually fall out of fashion and fade
strength. But
Best of Both Worlds Concert Tour, has UCI installing 500 digital 3D cinema
away, or is it the future of creative
can the small
only served to increase Hollywood’s systems across Europe, RealD are at
production?
Quantel certainly believes it is the
screen take
appetite for the technology. Kung Fu the forefront of the 3D cinematic
latter. In a white paper entitled ‘Future
advantage of
Panda, My Bloody Valentine, Bolt, Jonas experience, and the first trans-Atlantic
Brothers: The 3D Concert Experience, telecast in stereoscopic high definition
shock: Why stereoscopic 3D may be
the latest
Final Destination 4, the 3D-list goes on 3D at IBC proved a success. Indeed,
the key business opportunity for must have and on. Such is the demand for all during the live interview with Jeffrey
broadcast and post’, Mark Horton,
technology?
things three dimensional, DreamWorks Katzenberg, chief executive officer of
strategic marketing manager, Quantel, has announced from this year all its DreamWorks Animation SKG, who was
underlines stereoscopic 3D’s growth in animated films will be produced in 3D. awarded the IBC 2008 International
little over one year. “Stereoscopic 3D As Mark Horton points out: “Every Honour for Excellence, Katzenberg
was hardly registering as a subject for month brings announcements of new stated: “As we enter the year of 3D, I
the vast majority of people worldwide projects.” have never experienced a more C
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10 l ibe l January/February 2009 l www.ibeweb.com
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