Published by Torsten Hoffmann, March 2014.
The first part of this opinionpiece received a lot of views, generated many retweets, was reposted on several other 3D sites and spurred a lively discussion on LinkedIn. I have also received numerous suggestions and direct feedback. Thank you all for that.
Here is the second part of my article in which I try to show that everyone in our industry has contributed to the current 3D crisis.
6. 3D Broadcasters
A. The 3D TV Channels can be accused of being short-sighted. In hindsight we can say that most of the 3D channels were too early. They started broadcasting and investing heavily in (mostly live) content at a time where there were virtually no 3DTVs in the market. Live content is extremely difficult, costly, and commercial suicide because no one ever watches replays of yesterday’s sports game. And two years later, sure enough, the same 3D broadcasters are closing down declaring that “3D is dead”. Both their entries and exits can now be seen as premature. But at least they tried, and spent considerable funds doing so.
B. Even the larger 3D broadcasters backed by big media corporations did not acquire or commission third party content in meaningful volume. Only initially few projects were commissioned to big production companies. In 3D, the learning curve is steep and normally the third and fourth production from a filmmaker turns out really well. Unfortunately, very few producers ever got to this stage. Most independent producers never got a chance to learn and the larger production firms have already moved on (to 4k or ‘back’ to HD). Only a handful of dedicated firms get the majority of 3D production budgets. They produce on the highest level, but this is a small and exclusive club. Hence, the broadcasters missed the opportunity to create a wider production ecosystem.
7. Equipment makers.
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(Torsten Hoffmann, February 2014)
By now, it has become very clear that the 3D industry has not managed to reach mainstream consumers – at least not in the living room. And in its’ current form it never will: Broadcasters are stopping with their 3D transmissions, Producers and Distributors have gone bust, Content Buyers have dropped off the map, and 3D websites and Blogs are struggling or shutting down. In my meetings, I hear many reasons for this demise – and most of the time it includes blaming some of the parties in the ecosystem: The 3D glasses that consumers don’t like to wear, the content that is lacking, the bad quality of 2D to 3D conversions, the price premium for the 3D tickets at the box office, etc. While it is easy to point fingers, I think the time has come to take a deeper look at the situation to better understand exactly what went wrong. Let’s examine all the different parties in the industry and what mistakes were made.
My aim here is to show that everyone in the business has played some part and contributed to the current crisis. Moreover, I want to make sure that we learn from past mistakes as we leave 2013D behind and look towards 2014k. We shouldn’t make the same mistakes in 4k and when we eventually enter the world of auto-stereo 3D.
1. Content Distributors
A. I want to start with my own part of the industry. Distributors like 3D Content Hub (and a handful of specialized 3D distributors as well as larger 2D distributors) have a clearly defined role: Monetizing, to license content rights to content buyers. Unfortunately Continue Reading »
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Proud to be an official partner of this event. Press Release below. Let me know if you have any questions:
3D FILM & MUSIC FEST is the ONLY festival in the world specializing EXCLUSIVELY in STEREO 3D MUSIC productions.
On Thursday 28 November at 20:00 at Cine Comedia there will be a screening of the official selection and the award ceremony of 3D FILM & MUSIC FEST BARCELONA 2013.
The jury, consisting of leading industry professionals, has selected 20 productions to screen and compete in the various categories of the festival including animation, documentary, concerts among others.
The second edition of 3D FILM & MUSIC FEST will take place in the framework of The Shopping Night Barcelona, a commercial extravaganza taking place on Passeig de Gràcia whose common theme with the FEST, a celebration of the bicentenary of Verdi and Wagner.
3D FILM & MUSIC FEST, is becoming a new international stimulus for the creation and development of projects and content in 3D with the participation of filmmakers, musicians, producers, researchers, universities, official institutions and film, music, performing arts, journalism schools.
3D FILM & MUSIC FEST 2013 http://3dfilmusic.com
Facebook & Twitter: 3dfilmusic
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From an upcoming 4k film
Kings of Baja 4k
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Al Caudullo, a long-time business partner and friend and I just returned from our second 3D Expo in Beijing. Last year we were successful with selling his (and other) films to the Chinese 3D channels. And 2014 looks to be promising for the 3D industry in China as well. I have spoken at several 3D events and blogged at length about this market in the past. See here, here, and here. So today, I am copying Al’s speech from last week about the Chinese Opportunity in the 3D Industry.
“Ladies and Gentlemen, Honored guests and 3D industry professionals I would like to thank the organizers for inviting me back for a second year. I have lived in Thailand for the last 12 years. And have been asked to speak about Chinese opportunity in the 3D Industry. A statement was made recently that, I felt summed up the theme here today.
“Hollywood must start thinking bigger about China.”
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We are proud to announce that Micheal Watchulonis’ FireAnts 3D: The invincible Army has won the award for Best 3D Documentary at the Beyond Festival. The largest German 3D festival took place in Karlsruhe this month. We are distributing the film here (some pictures). It is on Amazon here, where you can also see a customer review falsely claiming that it is a 2D film. Here is the 3D Trailer on YouTube. And here is an in-depth interview about the film-making process.
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Guest Post from Sensio, originally published here.
Whether you know it or not, there is a war going on right now. It’s a war between two factions that are ferociously opposed on a simple and very mundane subject: 3D. It’s a war being waged in the media, in electronic stores and even amongst film makers. It’s a war of words, each side proclaiming at one moment or another that “3D is dead” or that “3D is here to stay”. Those who hate 3D claim that it is distracting, annoying, painful, and irrelevant. Those who love 3D say that it is exhilarating, immersive, stimulating, and even more touching emotionally. Conflicting scientific research, market data and customer surveys are used as weapons by opponents to try to win this war. I’ve rarely seen such a polarizing subject with factions firmly entrenched in their respective positions, trying to make their voice heard over the other. 3D vs 2D has become the new Mac vs PC. Maybe this has gone too far. Maybe it’s time to tone it down a little and call for a ceasefire in this war of words.
I Love 3D
Now I’ll admit it, I love 3D. I’ve loved 3D since I was a young boy watching View Masters reels of places we’d been visiting with my family (remember those?). Continue Reading »
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