The Society for Information Display has announced a 3D technology-focused addition to its program lineup for Display Week 2008 May 18-23 at the Convention Center in Los Angeles California. The Special Session on 3D in Cinema slated for May 21st will feature invited talks from leading experts in the field on topics spanning the full 3D movie process – from content creation (animation and live action) and editing to post-production and theatrical display. RealD will provide stereoscopic projection equipment and viewing glasses for audience members enabling speakers to screen illustrative clips. DreamWorks Animation Dolby Laboratories Quantel Real D Sony Pictures Imageworks and 3ality Digital Systems will present at the session. The session topic is timely given viewer attendance at 3D versions of recent films such as Beowulf and Hannah Montana/Miley Cyrus: Best of Both Worlds. Both generated record-breaking per-screen averages from 3D locations delivering eight times the box office revenues of theaters showing the films in standard format. Moreover conversion to digital cinema technology continues to escalate rapidly according to U.K.-based Dodona Research. The cinema-focused consulting and research firm estimates that by 2013 half of all cinema screens worldwide will have converted to digital technology from traditional 35mm projectors whereas about 5 percent of the global total had made the conversion as of late 2007. And Dodona emphasizes 3D will serve as the driver for this explosive growth. According to the 3D in Cinema session co-chairs Brian Berkeley and Brian Schowengerdt “Today’s 3D experience isn’t as they say your grandparents’ 3D movie. Some people still associate 3D with the gimmick-filled horror films that first emerged in the 1950s but the technology today is both more impressive and subtle. To truly appreciate it you have to not only see it but understand how it works as well.” To help Display Week attendees gain this in-depth understanding SID created the 3D in Cinema session inviting speakers who are working at the cutting edge of contemporary 3D moviemaking to explain how the characteristics of 3D display technologies shape every aspect of the movie creation process. Topics and speakers for the session will include: It’s Not Real Life: Stereoscopic Content Creation – Phil McNally DreamWorks Animation Adapting 3D CG Films for 3D Presentation: The Technique and Technology – Rob Engle Sony Pictures Imageworks Stereoscopic Live Action: Content Capture and Post-Production – Steve Schklair 3ality Digital Systems Post-Production for Stereoscopic Movies – Norman Rouse Quantel Making 3D An Integral Part of Today's Cinema Experience: A Pragmatic Approach – Jeff McNall Dolby Laboratories 3D Exhibition in the Digital Age: Bringing a New Dimension to Entertainment – Rod Archer RealD Throughout the presentations session attendees will be treated to clips of such 3D features as Beowulf Chicken Little Meet the Robinsons Monster House The Polar Express and U2 3D. These and other 3D pictures have each played a part in helping digital cinema continue to move to the next level. The 3D in Cinema special session will kick off with a luncheon keynote address by Andy Hendrickson vice president of technology for Walt Disney Animation Studios who will delve into the evolution of display technology and the various display-related challenges and opportunities specific to the entertainment industry. Jeremy Devine vice president of marketing for Dallas-based Rave Motion Pictures the United States’ largest digital-only movie exhibition company noted that revenues for 3D features can be up to three times those generated by a 2D film. “If you didn’t have the killer app of 3D cinema digital would be limited to running other alternative content like operas rock concerts some sporting events and some animated and anime products coming down the pike. The reality is that the return on those has simply not been as dramatic as 3D so it probably would have slowed our adoption process ” says Devine. The Society for Information Display www.sid.org
