3D given a boost at NAB show

The NAB show in Las Vegas presented a showcase for 3D production by top movie-makers using Sony production equipment. It all bodes well for cinema owners looking to invest in the latest Sony CineAlta 4K projection systems with the single-projector 3D solution. NAB is the world’s leading event showcasing new and emerging professional production and viewing equipment.

Howard Stringer, chairman, CEO and president of Sony Corporation, has said 3D is on its way to becoming a mass market experience. “Sony’s technological leadership, together with our ownership and unique understanding of all forms of content, means that we will be able to deliver the entire 3D value chain, both to our customers in the movie creation and distribution business and, of course, to consumers in cinemas, or at home on a variety of Sony devices,” Stringer said.

With 3D TV being launched, consumers are becoming more familiar with 3D, making it more and more imperative that cinema owners are able to distinguish their offerings with the very best solutions.

Dreamworks' Jeffrey Katzenberg

At NAB, Dreamworks Animation CEO Jeffrey Katzenberg spoke about the future of 3D. Katzenberg has been one of the main cheerleaders for 3D in the last couple of years and Dreamworks has invested substantially in 3D projects.

When used by directors such as James Cameron, 3D “is the most thrilling experience we’ve all had in a movie theatre in a very, very long time,” he told delegates.

Katzenberg also said that the 3D experience was continually being evolved, with a new landmark expected with the latest Shrek movie this year, Shrek Forever After.

He issued a warning to film-makers too, to deliver the highest quality product. “Whatever you’re going to deliver, you’re going to ask people to pay a premium for it, so you had better deliver them a premium experience,” he said.

In conclusion, Katzenberg is still a 3D evangelist, with the proviso that he thinks the 3D revolution is still in its infancy. 3D he said, was galvanising the cinema industry in a way that had not happened for over 20 years.

As a demonstration of the best techniques, Dreamworks gave an exclusive behind-the-scenes look at the new 3D animated film, How to Train Your Dragon, which is currently at number 2 in box office receipts worldwide for 2010 (over $30million by mid April).

New 3D production equipment

On the production side at NAB, Sony demonstrated its new 3D processor, which offers increased efficiency and accuracy in 3D live production. Elsewhere on the Sony stand in Las Vegas, 3D technology company 3ality Digital had equipped a standard HD OB truck from All Mobile Video with its best-in-class systems to demonstrate how easy it is to transition from 2D to 3D. Expect a raft of improved 3D movie releases made with the new generation 3D production equipment over the coming years.

“Cinema has always tried to keep a step ahead of the broadcasters with technological innovations. At the same time, broadcasters keep trying to catch up with what cinemas are offering. 3D looks like being the next big battleground between the two industries,” says Oliver Pasch, head of digital cinema in Europe at Sony Professional. “Because Sony is a world leader in 3D, we can help cinema owners create a compelling 3D offering for their audiences. The Sony Digital Cinema 4K solution with the RealD 3D lens technology is acknowledged as the most versatile and best quality solution on the market. That’s why so many major cinema chains are committing themselves to our systems.”