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Mark Hughes wrote another long 3D article for Forbes. He also interviews the Legend3D Team. Here is the impressive opening:

“We are five years into the emergence of 3D as a major part of modern film viewing, and yet every year there remains the droning sound of some pundits predicting the demise of cinema’s 3D “fad.” When 2013 was predicted to be the first year witnessing a decline in 3D box office, entertainment media was quick to suggest this was finally evidence of the press’ accuracy in insisting 3D was declining/dying/dead. But of course, despite the best efforts of opponents, 3D continues to contribute massively to global film receipts and won’t be leaving any time soon — a point I’ve had to make in the past, you might recall.

3D films comprised 12 of the top 13 highest-grossing films of this year so far, with those films amassing a huge $7.5+ billion and counting at the worldwide box office. The rest of 2014′s 3D release have likewise contributed an additional $1+ billion to date, with several major 3D release still to come that should push the finally 3D box office tally over $10 billion and likely toward the $12 billion mark.”

Read the full article on Forbes.

 

Wondering who is buying 4k content? What to produce in Ultra-HD?

This is a presentation I gave at the Screen4All / Dimension3 conference in Paris two weeks ago. The first 23 minutes are in French, I speak in English after that.

http://lb.streamakaci.com/screen4all/2014/?id=6

 

Screenshot 2014-11-11 at 22.46.26

I came across this article on Slate.com today. The author claims that a scene of Godard’s latest film, Goodbye to Language, his first in 3D, may contain the best ever 3D gimmick, which attracted spontaneous applause at Cannes earlier this year (where the film won the jury prize). “The scene starts with an image of the couple talking, shot the normal way—a pair of cameras pointed in the same direction. That’s how you make 3-D: With two overlapping movies filmed from slightly different angles, then projected separately (left-camera to left-eye, right-camera to right-eye) so they can be fused inside the viewer’s brain. But when the man and woman start to argue, Godard splits the image tracks: As she walks away from him one camera follows and the other stays behind. Now you see the woman with your left eye and the man with your right, as if they’d wandered into separate movies. The depth illusion breaks in half, replaced by a flickering double-image. It’s the inverse of the classic 3-D thrill, in which your eyes conspire to deceive you. This one does the opposite: It puts your eyes in opposition. They can’t agree, they’re misaligned, like the couple on the screen.”

I encourage you to read the entire article which has some other interesting comments about the state of 3D:  http://www.slate.com/articles/arts/movies/2014/10/adieu_a_langage_jean_luc_godard_s_goodbye_to_language_in_3_d_reviewed.html?wpsrc=fol_tw

 

Congratulations, Ryan. The crowdfunding campaign for the 3D short ‘Planet of the Ultraviolets’ reached the funding goal ahead of schedule. Check out the project here.

YouTube-logo-full_colorCredit where credit is due. YouTube is not only the largest Video platform on the planet with the fastest and most reliable CDN. They are also true innovators in the space and were first to enable 3D videos (although it appears that this functionality is currently not available anymore). YouTube was also first to support 4k resolution, in fact many buyers of new 4k televisions probably have no other means to view UHD content other than YT at the moment. A recent article says that now 60fps has been introduced to YouTube as well. Read it here in detail. I wouldn’t be surprised to see them enable 360 degree functionality or some VR/Occulus support soon, too.

 

 

Ed Mazza has recently published a paper about Marketing 3D (download here: Marketing 3D Version 2) We have interviewed him exclusively for 3DContentBlog.com

Please introduce yourself and your background in 3D. 

Ed Mazza is a marketing and communications consultant with experience in marketing and communications planning, product marketing, training, strategic and tactical marketing. This experience includes a wide variety of products and services including 3D consumer and business products, digital signage advertising, Smart Grid for electric water and gas utilities, cloud computing and telecommunications.

 

Why did you write this report?

I have written the paper “Marketing 3D – Moving 3D to the Mainstream” and others in this series of marketing 3D products because I perceive a need to arm the overall 3D industry with the tools necessary to bring 3D to the public. When I first worked in the 3D industry as a Director of Marketing for an autostereoscopic display company, I fell into the trap that many before me and since have fallen into: This technology is so cool that people will be drawn to it. However, nothing could be further from the truth. Even though 3D has been around for many years, it has a perception problem, a PR problem if you will.

Due to past negative perceptions of 3D and 3D as a fad and also the overwhelming 3D press touting the dangers and death of 3D, the acceptance of 3D by the public is going to take a different approach than your typical marketing effort. It is going to take an industry wide demand generation program. It is going to take convincing the public, one segment at a time, that 3D does add to the viewing experience and not just for jump out of the screen effects that in some cases do not even match with the story.

What is the future of 3D in your view?

3D and other advanced visual technologies have a great potential to change the way we view any visual content. 3D visual technologies add yet another tool to the arsenal of story tellers, no matter who they are or what story they are telling, another tool to tell their story. Just as moving pictures, sound, and color added to the way we tell stories, 3D provides yet another tool to immerse the target audience in the story or message. 3D also provides a new and unique and exciting viewing experience for the general public.

I believe that 3D has a bright future and together with the other advanced imaging technologies such as 4k and 8k, 3D can finally make the break from the reoccurring fad that comes around every decade or so to a generally accepted viewing experience. I also believe that in the end, glasses or no glasses will not be a barrier to public acceptance of 3D in the home market. The end user can choose the right technology that fits their desired viewing experience.

How would you handle all the ‘3D is Dead’ press? Won’t any PR attempt bring the negative press to the forefront?

It seems that negative press will always be there. With the current situation, the press not includes not only your standard online and print media, but also includes many bloggers with an incredible following. Many in the media seem to crave an opportunity to find fault and to be the one who can say in the end that “I told you so.” Negative press is not necessarily a bad thing. Negative press gives the opportunity to not only respond with the real story along with proof points but also to change the conversation. For example, Apple has become quite good at handling negative press. With the latest release of the IPhone 6 and IPhone 6Plus, many in the press jumped at the chance to criticize the new larger sized products. They especially pointed out and relayed the rumor that the larger phone can bend. I saw many stories of people walking into stores and bending the phone. Apple jumped on this and in fact changed the conversation to the advantages of the larger phone. In the end apple iPhone 6 sales reached a record 10 million iPhones in just three days

For 3D let’s change the conversation. Let’s talk about advances in the user experience. Let’s talk about what we have learned about the technology and where it is going. Do not get into a argument with someone who is not going to change their mind. Let’s change who we are talking with. Let’s use other press, other editors, and other channels such as blogs and social media to get out our message. Another method would be to use reverse SEO. Put out as many messages, articles, and press releases with positive messages targeted to the public that will in turn push down the bad press in the search engine listings.

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Interesting 3D App

I just came across this article on Techcrunch. Check it out.

http://techcrunch.com/2014/10/24/3daround/

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