Since James Cameron’s Avatar, directors like Martin Scorsese and Ridley Scott have stated that they will only work in 3D from now on. A bold endorsement of the medium from the directors of Hugo and Prometheus, respectively, but what does this mean for the rest of us?
First, 3D is not only taking over movie theaters but it is starting to become a household name. 3D-capable phones like HTC Evo and LG Optimus Max offer crystal clear autostereoscopic (glasses-free) 3D picture in the palm of one’s hand. Not satisfied with 3D playback? Both phones also offer 3D recording as well. Nintendo’s 3DS has sold over 17 million units and counting, while the Gadmei 3D tablet is among the first of its kind to offer 3D playback and display. Just wait until Apple releases an iPad with some of its patented 3D interfaces and motion tracking. Then we’ll be talking!
Second, the sale of 3D TVs continues to increase rapidly in 2012 and broadcasters are responding to the ever-growing demand for 3D content. A select few early adopters are at the forefront of 3D TV: ESPN3D, 3net and Sky broadcast 24-hours-a-day in 3D, while BBC in the UK and NBC in the United States will broadcast the 2012 Summer Olympics in 3D. Expect to see the opening and closing ceremonies, men’s 100m dash, gymnastics, swimming and basketball in 3D splendor.
Still think 3D is a fad? According to the market research firm marketsandmarkets, 3D is poised to be a $227B market by 2016, with a 15 percent growth rate over four years. And consider this: studies by ESPN, Xpand, and Texas Instruments reveal that the use of 3D in advertisements yields a 15 percent increase in ad recall rates over 2D spots. With cinema, advertising and mobile platforms all on board with 3D technology, the last step towards multi-platform 3D is finally here, thanks to the help of user-generated platforms such as YouTube 3D. Mobile user-generated 3D content creates an immersive experience with huge viral potential. The newly launched YouTube 3D not only allows stereoscopic 3D footage to be uploaded online but also offers users a chance to convert their 2D HD footage to 3D with the click of a button. Imagine the possibilities of a user-generated 3D revolution where technology allows for easy migration of 3D content between home-based entertainment systems and the ever-growing number of autostereoscropic 3D mobile devices. It’s not that far off.
According to the National Association of Theatre Owners, distribution on film is dead in the next two years. By 2014, 95 percent of screens will be digital and 40 to 50 percent of those will be 3D capable. In fact, this year alone, 2,700 screens in North America will be converted to high frame rate 3D in preparation for the launch of Peter Jackson’s The Hobbit in December. 3D technology is on the verge of revolutionizing the way that business, advertising and entertainment is both produced and consumed. So what does it mean for our industry? All these platforms need great 3D content.
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James Stewart is a pioneer in 3D and a multi-platform director at Geneva Film Co., having helmed 3D spots for Sprint, Lexus, Toyota, and Genentech as well as cinematic works, including the stop-motion 3D film Foxed! and Beatrice Coron’s Daily Battles.
L.A. Location Lensing Declines In 2024 Despite Uptick In 4th Quarter
FilmLA, partner film office for the City and County of Los Angeles and other local jurisdictions, has issued an update regarding regional filming activity. Overall production in Greater Los Angeles increased 6.2 percent from October through December 2024 to 5,860 Shoot Days (SD) according to FilmLA’s latest report. Most production types tracked by FilmLA achieved gains in the fourth quarter, except for reality TV, which instead logged its ninth consecutive quarter of year-over-year decline.
The lift across all remaining categories came too late to rescue 2024 from the combined effects of runaway production, industry contraction and slower-than-hoped-for post- strike recovery. With just 23,480 SD filmed on-location in L.A. in 2024, overall annual production finished the year 5.6 percent below the prior year. That made 2024 the second least productive year observed by FilmLA; only 2020, disrupted by the global COVID-19 pandemic, saw lower levels of filming in area communities.
The continuing decline of reality TV production in Los Angeles was among the most disappointing developments of 2024. Down 45.7 percent for the fourth quarter (to 774 SD), the category also finished the year down 45.9 percent (to 3,905 SD), which placed
it 43.1 percent below its five-year category average.
The two brightest spots in FilmLA’s latest report appeared in the feature film and television drama categories. Feature film production increased 82.4 percent in the fourth quarter to 589 SD, a gain analysts attribute to independent film activity. The
California Film & Television Tax Credit Program also played a part, driving 19.2 percent of quarterly category activity. Overall, annual Feature production was up 18.8 percent in 2024, though the... Read More