The much anticipated, buzz-generating Avatar–director James Cameron’s first feature since the lauded Titanic–is living up to the buzz, according to the first flight of movie reviews. The film, which just went into general release, has been cited by critics as being historic in that it realizes the long sought after potential of 3D filmmaking, and just as if not more importantly allows audiences to enjoy that experience while whetting their appetite for more, helping 3D to graduate beyond the gimmickry stage to that of enabling full fledged storytelling.
Cameron and his team “have found a way to tell a story using technology so that the technology isn’t the story. It’s a film that awakens different parts of your brain in a participatory manner,” observed Rob Willox, director of Sony Electronics’ content creation group. “The CG work is so fluid and the bottom line is that you’re blown away by the story, by getting the chance to be sucked into an environment rather than having it forced upon you…Once you’ve seen the film, give it 24 hours and you’ll want to visit that world–Pandora–again.”
Willox has enjoyed a behind-the-scenes perspective on Avatar in that Sony had a hand in helping to realize Cameron’s vision and what is now being heralded as a visually immersive 3D experience meshing live action and state-of-the-art visual effects.
Veteran cinematographer and 3D technology expert Vince Pace co-developed the 3D camera rigs, which used Sony cameras specially modified for the movie’s requirements for stereoscopic image capture and production.
Avatar used eight Sony HDC-F950 cameras for primary acquisition. Additionally, Sony HDC-1500 cameras captured speed shots during live action, with the then recently available F23 camera also used for specific shots.
“It was important that the actual shooting of the movie wasn’t impacted by the fact we were doing it in 3D, and these cameras allowed us to do that,” said Pace. “They allowed us to create a unique and completely immersive 3-D experience. I don’t think it could have been done any other way.”
Pace noted that his goal was to create a shooting system that could do both 2D and 3D without impacting the creative direction of the film or disrupting the actors’ performances. The Sony cameras delivered the ideal combination of 2/3-inch image quality and on-the-set flexibility that enabled them to go from handheld to a techno crane to Steadicam at a moment’s notice.
“This movie is the result of nearly four years of production, with Vince and his team modifying the Sony camera systems, and continually refining the technology,” said Willox. “What movie-goers will see on the screen represent the pinnacle of 3D technology, and the unique 3D views are the direct result of the Sony camera systems.”
The Sony cameras were put to the test in a range of shooting conditions: jungle and action sequences, as well as soundstage work for the interaction with the CG characters.
“We knew we could achieve the creative look we wanted with these cameras based on our testing and previous experiences,” Pace said. “Sony’s CineAlta brand and the performance of these camera systems are very well-known and very powerful. The one thing we didn’t want to do was compromise the 2D in the quest for 3D. With these cameras, we were able to tell the story we wanted, in the best way possible.”
Willox said that Sony was happy to play a part in Avatar but gave full credit to the filmmakers. “We got a request to help James realize his dream and vision. We provided a modified camera system to something we had in the pipeline. The true genius is in their manipulation of that technology. What James, Vince and their people did is remarkable.”
Asked what lesson Sony learned from Avatar, Willox said simply, “Provide the technology and get the hell out of the way.”
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More