Hollywood Finds Depth: 3-D Boom

Bravestime · 07-09-2009, 10:32 PM

Quote:

"Hollywood is done with being shallow; it wants depth. 3-D depth, to be specific.

3-D filmmaking - the process of mounting two simultaneously filming cameras side-by-side and then superimposing the images on top of each other to create the illusion of depth - is looking at a comeback. At the recent National Association of Broadcasters show in Last Vegas, everyone from the major film studios to music-video production companies to the National Basketball Association displayed eye-popping examples of films and clips capturing artificial depth. Silly 3-D glasses were actually kind of hip over in the high desert.

The technology is far from new. 3-D was first tried in the 1950s, and later popped up in horror films starring Vincent Price. Even auteur Andy Warhol tried his hand at the tools. But filming even brief segments with two cameras was cumbersome and expensive; the cost of shooting an entire 3-D film was prohibitive for most projects.

But now, the alchemic effects of digital technology and the Internet are changing the business of adding dimensions. Miley Cyrus and U2 have put out successful 3-D films; kids love 'em. Big-name directors including James Cameron have 3-D projects in the works - the hot rumor in Hollywood is that George Lucas is working to re-release the entire Star Wars saga in 3-D.

The good news for small businesses is that the field is ripe with growing companies developing innovative solutions for 3-D's many challenges. Take Iconix Video Inc. in Goleta, Calif. It has created a nifty, super-small, high-definition imaging system that's going great guns in 3-D.

Company founder Wayne Upton, a video engineer with a background in medical imaging, got the idea for the technology while on assignment with a large Japanese electronics maker in 2003. The company asked him to solve a problem with a high-definition camera. Upton found a solution in about 48 hours, and was so taken by his idea that he decided to start a company based on the discovery.

Who's cashing in on the 3-D boom?

Starting with a $1.2 million investment from venture-capital fund DFJ Frontier and others, Upton and his small company went into production with a high-def camera no bigger than an egg. The unit quickly racked up $1 million in sales based solely on word of mouth. It's easy to see why: The Iconix camera can be mounted just about anywhere - the side of a car, the end of a pool cue - to get once-impossible shots.

Upton's 28-person company has craftily partnered with other small businesses to expand its product line. It uses a clever two-camera mount from 3-D firm 3ality that lets directors precisely calibrate the crucial distance between the cameras. Iconix then uses off-the-shelf hard drives for storage and third-party post-production software to essentially create a complete 3-D system for little up-front investment.

"We believe it is the first end-to-end 3-D production environment that is within reach of just about any professional production company," said Bruce Long, Iconix's CEO.

Image quality in my limited demos was serviceable. A shot from a soaring glider, a flyover of a tropical island, and even a test section from the original Star Wars showed reasonable depth and none of the attendant disorientation - and often, motion sickness - common with 3-D.

But let's be clear here: The technology is no IMAX. The illusion of immersion is much more advanced in other systems. The technology favored by James Cameron, which was developed by cinematographer Vincent Pace, offers significantly more depth and higher image quality, to my eye.

But it's hard to argue with the price. Iconix cameras start at just $6,000 - way less than a tenth the cost of traditional HD cameras, which can run six figures or more.

With Hollywood facing stiff new competition from video games and other formats, hype about 3-D ran deep at the NAB show. Iconix's executives bullishly predicted that within the next few years, at least 30% of movies would be shot in 3-D.

But others, myself included, have more modest expectations.

"I think the hurdle that filmmakers face - and what will always keep this a niche technology - is that it is by definition cumbersome to shoot, even though great lengths have been made to simplify it," said Doug Liman, a Hollywood director and producer whose credits include Swingers, The Bourne Identity and Mr. and Mrs. Smith.

But despite the limitations, even Lyman believes that this time, 3-D is here to stay.

"I do think it will be part of our moviegoing experience in the future," he said, "and we will have one to two 3-D films at the multiplex at any given time."

Check out video on 3-D capturing.

**PFC5** · 07-11-2009, 06:25 AM

This is great news as I think 3D done good will be a boom to the movie industry and to me as a movie lover. I think it will become much more than niche this time myself. The big hold back for home video will be if they require new displays to use them, as most people are just now getting their first HDTV and to replace them just will not happen if new displays are required. I certainly do not look forward to replacing 4 HDTVs I have now.

cbcdesign · 07-11-2009, 08:09 AM

I too think this is great news. I love 3D and look forward to seeing more of it in the next couple of years. As for replacing my TV, well give it three to four years in my case and I will make the investment. I already have a 3D polarised PC setup. TV is the next move for me at some stage.

Dare · 07-11-2009, 03:39 PM

Who wrote this article? One of the marketing guys at Iconix?

add1t · 07-14-2009, 02:34 PM

Quote:

Originally Posted by Dare

Who wrote this article? One of the marketing guys at Iconix?

yeah, I want to know the source too
if it's legit, it's a great news for us 3D lovers

07-11-2009, 06:25 AM	#2
PFC5 Super Moderator Join Date: May 2005 Posts: 28,327	This is great news as I think 3D done good will be a boom to the movie industry and to me as a movie lover. I think it will become much more than niche this time myself. The big hold back for home video will be if they require new displays to use them, as most people are just now getting their first HDTV and to replace them just will not happen if new displays are required. I certainly do not look forward to replacing 4 HDTVs I have now. __________________ Denon AVR-887 Klipsch RP-5 Pwred Towers (mains) (525 watts peak each 12"Subs) All Klipsch RC-25(ctr),(2)SS1(surr),(2)SS1(rearSurr) Toshiba (2)HD-A20,PS3,BD35 For SACD/DVD-A Samsung HD-841 Panny 50pz80u plasma SETTINGS RCA HD50LPW162 50"DLP w/HD2+ SA 3250HD 47" LCD+Yamaha5790+HD-A1(bedroom) Harmony 680 + (2) 670s (amazing remote/support) Game room with Onkyo receiver & B&W Speakers The_Cable_Game Take the high ground and be happier

07-11-2009, 08:09 AM	#3
cbcdesign High Definition is the definition of life. Join Date: Sep 2007 Location: North Somerset, UK Posts: 1,310	I too think this is great news. I love 3D and look forward to seeing more of it in the next couple of years. As for replacing my TV, well give it three to four years in my case and I will make the investment. I already have a 3D polarised PC setup. TV is the next move for me at some stage. __________________ 63 HD DVD's Latest Buy: The Big Lebowski & An American Werewolf in London 48 Blu-rays Latest Buy: Dances with Wolves

07-11-2009, 03:39 PM	#4
Dare I moon you. Join Date: Jul 2007 Location: Phoenix, Arizona Posts: 4,436	Who wrote this article? One of the marketing guys at Iconix? __________________ LG GGC-H20L Super Multi Blue Blu-ray & HD DVD ROM Drive 58 31

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