James Cameron blew the 3D doors off with Avatar. Recent popular films have also cashed in on the technology, from Pirates of the Caribbean to Transformers. But is this yet another round of 3D being the ‘Next Big Thing’? Are we just holding our breath before technological complications and a simple failure to provide a seamless user experience causes it to once again be put back on the shelf?
In a word, NO. This time is different for 3D. Leading directors (Scorsese, Herzog, Spielberg, etc.) no longer see it as a fun feature for adding a few bells and whistles, but as significant a breakthrough as the introduction of color–unlocking a radically enhanced and elevated viewer experience.
TV makers have already shipped millions of 3D sets, outpacing the early adoption of HD, while more and more laptops–including glasses-free–are coming out from major players like Dell, Sony, and HP. The gaming industry has embraced 3D, from the PlayStation 3D Display to glasses-free 3D gaming with the Nintendo 3DS.
Going Mobile… The 3D Way
In many respects, 3D has leapfrogged over more traditional technology channels and joined forces with leading-edge mobile developments. Mainstream phone-makers like HTC and LG have 3D-enabled models, and even non-3D handhelds have screen overlays available. In addition, most phones with 3D display capabilities allow for 3D image and video capturing. Site content and mobile apps can be developed to work on 2D phones, but come to life when viewed on 3D devices.
How 3D Phones Work
3D technology mimics the best: the human eye. Spaced slightly apart, eyes capture two different images, from two different angles. Traditionally, 3D works by the viewer wearing glasses with lenses that each allow a slightly different image to pass through. Our brains then reassemble the images received by each eye, and the combined image appears to be 3D.
With 3D phones, glasses are unnecessary, for an overlay that sits on the phone’s screen provides a filter for each eye. This overlay can only work on small screens due to a small “sweet spot” where the correct images are directed to the correct eye for the 3D effect.
Gimmick… Or Game Changer?
Why should you care? For both marketers and creatives, 3D phone capabilities offer intriguing possibilities. 3D gives the user a powerful feeling that they can reach out and tough things. This tactile element can be used many ways, such as in online retailing. If a picture is worth a thousand words, a 3D picture is worth a hundred thousand.
While only beginning to be seen as a mainstream choice in North America and Europe, 3D phones are already commonplace in Asia. According to Jon Peddie Research, 3D phones will be 80% of the mobile market within three years. This increasing popularity will accelerate 3D penetration in other areas. Glasses-free 3D phone sales will be the key that unlocks consumer interest in 3D TVs.
“To 3D, or not to 3D?” That is not the question. The question is how quickly, and how creatively, you can embrace 3D to put your clients–your brand–significantly ahead of the competition.
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Geneva Film Co. director James Stewart is a leading 3D creative and has helmed work for Sprint, Lexus and JCPenney. He is a four-time speaker at Cannes Lions and also presented at the 2011 TED Conference.
