Technicolor Offers 35mm Film-Based "3D For Everyone!"

Michael here. A new 3D challenger has appeared. Technicolor had a big presence at Showest this year, promoting their 3D solution that utilizes 35mm projectors. I missed their "3D for Every Exhibitor!" demonstration event, so unfortunately I did not get to see their system in action.

However, the very fact that they are putting themselves out there as a viable film-based alternative to digital 3D is certainly an indicator of the health of the 3D movement.

Read below and check out the graphic for more from Technicolor on their system:

The Need
Audiences have made it clear that they want 3D. 3D engagements have consistently outperformed 2D by more than 2-to-1. Studios have already announced 15 major 3D releases for 2010, and more are expected. However, currently only approximately 7,000 screens in North America have been converted to digital, and only roughly 3,000 of those screens are 3D-capable.

The Challenge
As overall market conditions continue to delay a broader digital cinema deployment, exhibitors face a near-term challenge in meeting consumer demand for 3D. And for exhibitors in smaller markets, it can be difficult under any conditions to justify the current cost of going digital. How, we asked, can we bring high-quality 3D to theatres without the huge barrier of investment and bridge the gap until digital cinema can be more widely rolled out?

The Solution
Technicolor has developed a new 3D system that enables exhibitors to leverage the base of 35mm projectors already installed in theatres around the world. Introducing Technicolor 3D.

High Quality
• Utilizes Technicolor’s next-generation 3D lens system and new digital post-production tools which optimize 35mm film for 3D projection
• According to independent research firm OTX, audiences rank Technicolor 3D quality comparable to digital 3D

Affordable
• A fraction of the cost of digital 3D while maintaining the ability to charge a ticket premium
• Low risk, pay-as-you-go pricing
• Opportunity to bring the 3D experience to theatres where digital conversion may not be cost effective in the near/medium term

Available Now for Everyone and Needed by Market
• Fifteen 3D releases already announced for 2010
• Works with traditional 35mm film projectors and a silver screen
• Technicolor 3D systems ready for immediate rollout

Visit Technicolor3D.com for much more on the system, including pricing, system requirements, etc.

Anything that lessens the current bottleneck of screens is fine by me as long as the quality is there. According to a Technicolor rep I spoke to at Showest, their first 3D screens went up in January.

I wonder how this solution compares to film-based 3D projection of the past?

If any of you have seen the Technicolor 3D system in action, please let us know your thoughts!

Video Q&A: Sam Worthington - 3D's Poster Boy Whether He Likes It Or Not!

And he DOES like it. A lot.

Jim here. Sam Worthington has seen a lot of 3D in the past year and when I had the chance to speak with him at ShoWest I didn't waste that opportunity. In fact he is probably the modern day version of 3D's poster boy.

Two things were at the top of my mind: Firstly, what does he think about native 3D (AVATAR) vs. conversion (CLASH OF THE TITANS) technology and secondly, what future projects does he have in mind that may involve 3D.

In Sam's typical idiom, he replies with complete honesty and of course well rehearsed, safe responses. :-)

Get his answers in the clip below. I asked the first two questions:

Jon Landau On James Cameron's Next Project (Showest 2010)

Michael here. Jon Landau made a surprise appearance at the ShoWest press conference, and Jim asked him whether he might have time to do a project like The Dive before making Avatar 2.

Watch below:



So it looks like Cameron and Landau's next project will depend on how quickly a great script for Avatar 2 comes in. I love hearing that to make Avatar 2, they would have to be confident that it would be "as good or better" than the first. In any case, we should know their next project within six months.

Awesome Avatar Hologram from RabbitHoles Media (Showest 2010)

Michael here. Tonight at the ShoWest awards banquet (at which Sam Worthington received the Male Star of the Year award) Jon Landau and James Cameron (who was not present) were presented with full color holograms from RabbitHoles Media. The holograms depict Neytiri in the Pandoran jungle, drawing her bow.

Check out the video below to get an idea of what the holograms looked like:



Pretty darn awesome--I want one. There's a good chance holograms will be the future of entertainment, and companies like RabbitHoles are leading the charge.

Quick Post from Showest: Sony 3D Experience

Michael here with a quick video tour of the Sony 3D Experience at the MGM Grand hotel. Their setup includes a screening room showing 3D trailers utilizing a 4K projector, a Sony 3DTV showcasing various 3D footage, and another featuring S3D gaming piped in from a firmware-updated PS3.

It's quite a nicely done setup, and I believe it will do a good job educating and exciting the public about S3D.

Check out the video below:



Oh, and I just got out of a screening of Kick-Ass. The crowd went absolutely berserk for it, cheering and applauding more times than I could count. It's an incredibly kickass movie indeed--just a perfectly funny, violent and surprising gem of a "comic book" flick. Go see it.

Stay tuned for much more from Showest soon!

Showest 2010: 3D Movie & Tech Posters!

Michael here. 3D and 4k projection are both making a big splash here at Showest, as evidenced by these posters and standees. Click on them to see the bigger versions:

Whew. Finally In Vegas For ShoWest!

Jim here. Finally made it to Las Vegas for ShoWest! I flew out of Boston last night (Sunday night) and the weather was absolutely horrendous. Wind and rain. A jet took out some landing lights on one of the busiest runways at Logan so the plane that I was supposed to be on diverted to Hartford. Finally got on a standby flight to Chicago at least last night and flew to Vegas this morning. My checked luggage is in San Franscisco right now - lets hope it gets here soon!

That's the view from my room. Oh and United upgraded me first class this morning because of the delays (not their fault) which was nice!

Anyway, I am checking in within the hour at the ShoWest media center and getting settled in at the MGM Grand. Michael is getting a room here too tonight so we should be posting more soon from the show. Stay tuned!!