chapter  1
25 Pages

Professional 3D Production in the 2010s

THE 3D TV AND 3D CINEMA LANDSCAPE IN 2010 )TSGENERALLYACCEPTEDTHATBEINGPAIDFORWHATYOUDODElNESYOURPOSITIONAS APROFESSIONAL-OVIEMAKINGADDSATWISTTOTHATDElNITIONHOWEVERBECAUSE MANYlLMPROFESSIONALSSTARTEDBYWORKINGFORPEANUTSSOMETIMESONLYFORA DAYSOMETIMESFORMOSTOFTHEIRCAREER!ND$ACCENTUATESTHATTWISTWITH$ BUDGETSMOREOFTENSPENTONEQUIPMENTTHANONPAYSLIPSˆATLEASTUNTIL THE NEW$RENAISSANCE

"EFORETHISRENAISSANCE$WASMORELIKEAHOBBYORACRAFTTHANAPROFESSION !LTHOUGHTHEREWEREAFEWPRODUCTIONCOMPANIESANDAHANDFULOFSPECIALIZED MOVIEPROFESSIONALSWORKINGMAINLY FOR THEMEPARKS CORPORATE COMMUNICA TIONSANDUNIVERSALEXHIBITIONS$WASUSUALLYNOTANEVERYDAYJOBTHATRELI ABLYPAIDBILLS3INCETHOUGHTHERENAISSANCEOF$CINEMAANDTHEBIRTH OF$46HASCHANGEDTHESITUATIONDRAMATICALLY$ROVESOF$MOVIESAREIN PRODUCTIONAND$46CHANNELSAROUNDTHEWORLDARELOOKINGFORTHOUSANDS OFHOURSOFPROGRAMSTOAIR4ODAY$ISNOTAGEEKTOYANYMOREITSASERIOUS BUSINESSTHATNEEDSSERIOUSTOOLS

4HE LAST TIME THEENTERTAINMENT INDUSTRY EXPERIMENTEDWITH$WAS IN AND BUT THE MOVEMENT WAS SHORT LIVED AND PANORAMIC CINEMATOGRA PHYTOOKOVERASTHEMEDIUMOFCHOICE3TEREOSCOPICIMAGERYSTAYEDOUTOFTHE MAINSTREETMOVIEBUSINESSFORMORETHANYEARSANDWASRELEGATEDTOTHEME PARKS RESEARCH LABS ANDOTHER SPECIAL VENUES &ORMANYYEARS IT REMAINEDA HOBBYORAhSPECIALPROJECTSvTECHNOLOGYBOTHAREASWHERETIMEISNOTASCRITI CALASITISINBLOCKBUSTERPRODUCTIONAND46)NDEEDSPENDINGTIMEMAYEVEN

BETHEPURPOSEOFAHOBBYˆWHATSTHEPOINTINBUILDINGAN%IFFELTOWERWITH MATCHES IF YOU ARE DONE IN TWOHOURS )NMOVIES AND46 TIME IS THEMOST EXPENSIVERESOURCE4OQUOTE6INCE0ACEh)NEVENTBROADCASTALLTHEMONEYON EARTHWONTBUYYOUTHATSHOOTAGAINv/NAMAJORMOVIESETTENSORHUNDREDS OFPEOPLEAREWORKINGTOGETHERINTERNATIONALTALENTSHAVEATIGHTSCHEDULEAND OVERTIMEPAYCANSERIOUSLYDENTABUDGET4HERESNOWAYONECANDELAYASHOOT BYADAYORTWOˆAPROBLEMTHATDIDNTEXISTWHEN$WASPRODUCEDINUNIVER SITIESANDLABS

Cinema Went 3D in 2009 4HE lRST YEAR ALLMAJOR 53 ANIMATION STUDIOS RELEASED #')MOVIES IN 3$ WASFOUROFTHETENTOPGROSSINGMOVIESWERE$!TOTALOF$MOV IES WERE RELEASED OR PREMIERED AROUND THE WORLD AND TENS OF PROJECTS WERE GREEN LIGHTED4HIS YEAROF THE$CINEMA RENAISSANCEENDEDWITHAvatar, THE FOURTHBIGGESTBOXOFlCEMONEYMAKER ADJUSTING FOR INmATION IN THEHISTORY OF CINEMAWHICH BROUGHT THE $ EXPERIENCE TOMILLIONS OFMOVIEGOERS AND CONVINCEDITSWORLDWIDEAUDIENCETHAT$ISNOWANEWSTORYTELLINGMEDIUM 4HEYEARCONlRMEDTHISTRENDWITH$INSIXOFTHETOPTENMOVIESAND RETAININGTHETOPTHREESPOTS

3D TV Is Born in 2010 .OWWELL ESTABLISHED IN CINEMA STEREOSCOPIC CONTENTWILL SOON INVADE YOUR LIVING ROOMWITH$46S SHOWING$GAMES46CHANNELSAND$VIDEOON DEMAND6O$ 46ISNOWEXACTLYWHERECINEMAWASAFEWYEARSAGOINTERMS OFTECHNOLOGIESANDECONOMICBACKGROUND&ORANYONEFOLLOWINGTHE$REVO LUTIONTHEONLYTHINGSURPRISINGABOUTTHE$46DEPLOYMENTISITSSPEED46 ISATTHEEDGEOFAMAJORSHIFTANDhGOING($vISONLYTHETIPOFTHE$ICEBERG

3TEVE3CHKLAIRONEOFTHEFORERUNNERSAMONG$46ADVOCATESANDENGINEERS RECALLS THE KEY EVENTS LEADING TO $ AT HOME 2EADERSWILLING TO LEARNMORE ABOUT THE INCEPTIONOF THE ENTIRE $PRODUCTION SYSTEMANDPROCEDURESWILL lND3TEVESEXTENSIVERECAPITULATIONSOFTHEEARLYYEARSIN#HAPTER

4OGIVEYOUAMOREGENERALPOINTOFVIEWOFTHE$INDUSTRYWEUSEACLASSIC THREE ACTSTRUCTURETOREPRESENTTHERAPIDTRANSITIONTO$46INTHEFEWMONTHS BETWEENAND

ACT ONE: SEPTEMBER 2009-IBC, AMSTERDAM

)N AN ENTERTAINMENT INDUSTRY THE LOOMOF RECESSION GENERATES GREAT CAUTION COMMUNICATIONANDMARKETINGBUDGETSAREALWAYSTHElRSTTOSHRINKWHENCOST CUTSKICKIN3TILLAT )"#)NTERNATIONAL"ROADCASTING#ONVENTION INWE WERE GIVENMANY $ SET TOP BOXES 34" AND CHIPSET PROJECTSˆEVEN THOUGH THE34"BUSINESSISNOTONEOFLARGEMARGINSANDFASTTURNOVERSBUTOFLARGEVOL UMESANDLONGPRODUCTLIFE)FTHE34"MAKERSWEREGOING$ITSBECAUSETHEY KNEWBETTERTHANWEDID

.EXTCAMETHEPUBLICRELEASEOFTHE&UJI7THATLITTLEMARVELOFA$STILLCAM ERA)TWASTHElRSTCONSUMER$CAMERASINCETHElLMCAMERASOFTHETWENTI ETHCENTURYLIKETHE3TEREO2EALISTSOLDBYTHE$AVID7HITE#OMPANYUNTILTHE SANDTHE3+ $+$VIDEOCAMCORDERSSOLDBY4OSHIBAINTHES

ACT TWO: JANUARY 2010-CES, LAS VEGAS

!STHECURTAINRISESONTHE#ONSUMER%LECTRONICS3HOW#%3 OFWEARE PRESENTEDWITH THE SECRET THAT34"MAKERSKNEW$46SAREEVERYWHEREDIS PLAYED IN ALL MAJOR CONSUMER ELECTRONICS #% BOOTHS 3ONY ,' 3AMSUNG AND 0ANASONIC ALL INTRODUCED $ 46 SETSˆPUTTING THEM FRONT AND CENTER AT THEIRBOOTHSANDPRESSCONFERENCESANDSHOWINGALL$mAVORSANDTECHNOLO GIES4HEYHADACTIVEANDPASSIVESTEREOSCOPYON,#$LIQUIDCRYSTALDISPLAY ,%$ LIGHT EMITTING DIODE /,%$ ORGANIC LIGHT EMITTING DIODE PLASMA AND$,0DIGITALLIGHTPROCESSING DISPLAYSASWELLASUPCOMINGPRODUCTSAND RESEARCHPROTOTYPES&OR THEDURATIONOF THESHOW$IRECT46WASBROADCASTING A$CHANNELWECOULDSEEONMANYRECEIVERS INBOOTHSALLAROUNDTHEmOOR 1UOTING!RT"ERMAN INDUSTRYANALYSTWITH )NSIGHT-EDIA h4HERE IS SOMUCH INTERESTINGANDIMPORTANTNEWSRELATEDTO$THATITISIMPOSSIBLETOPICKJUST ONEITEMTOREPORT)NASENSETHENEWSISTHESIZEANDSCOPEOFTHE$NEWSv

5SERS DO NOT BUY A TECHNOLOGY THEY BUY THE EXPERIENCE THAT COMES FROM IT 3ONYANNOUNCEDTHATTHEYWOULDPRODUCETHE&)&!7ORLD#UPIN$AND %30.WOULD BROADCAST THE MATCHES ON THEIR NEW $ 46 CHANNEL(OURS AFTERTHATANNOUNCEMENTh%30.$vWASRANKEDASTHENUMBERlVESEARCHON 'OOGLE4HEAUDIENCESCRAVINGFOR$WASESTABLISHED

#%3ALSOSAWTHELAUNCHOFTHE$EXTENSIONOFTHE"LU RAYFORMATANDTHE PRESENTATIONOF0ANASONICS$CAMCORDERTHESOON TO BE FAMOUS!' $!