Tag Archives: 3D

In-Three Finds Digital Domain

Perhaps larger than the movies that In-Three has been a part of (Alice but importantly, not Clash), was the major news of a year ago that In-Three was working with the Indian firm Reliance Media to form a partnership to establish a 1.000 person group in Mumbai: Reliance of India in 3-D Movie Partnership With In-Three Inc. of U.S. – WSJ.com

The formula press release explains the details known thus far:

Digital Domain Holdings Acquires In-Three

–Florida based media group expands digital services and technology portfolio–

Port St. Lucie, Fla. — November 18, 2010 — Digital Domain Holdings, parent company of Academy Award®-winning digital studio Digital Domain, announced today that it has reached an agreement to acquire 3D stereo studio In-Three, Inc., developer of the Dimensionalization® process that converts 2D films into high quality, 3D stereo imagery.

Digital Domain Holdings CEO John Textor said, “In-Three has been a pioneer in the research and development of stereoscopic technology. This partnership adds large scale production to In-Three’s world class technology, while creating new jobs in the state of Florida.”

Digital Domain studios in California and Vancouver recently completed production on Walt Disney Studios’ TRON: Legacy, which was generated and produced in stereoscopic 3D. In-Three completed 3D stereo work on Tim Burton’s visionary blockbuster Alice in Wonderland, which grossed over $1 billion at the worldwide box office.

“For over 10 years we have been intensely focused on bringing rich and immersive 3D images to the screen,” said Neil Feldman, In-Three CEO. “We are excited to work with Digital Domain to deliver quality 3D stereo entertainment experiences for today’s audiences.”

“3D stereo movies exploded on the market this year,” added Digital Domain CEO Cliff Plumer. “Alice in Wonderland was a visually amazing 3D immersive experience, and TRON: Legacy will end the year with another dazzling 3D entertainment event. I have known Neil and the talented artists and technologists at In-Three for a long time. We will collaborate to provide the highest quality 3D stereo solutions to filmmakers.”

The In-Three team will be based out of Digital Domain Holdings’ headquarters in Port St. Lucie, Florida.

About Digital Domain Holdings

Digital Domain Holdings is the parent company of California-based Digital Domain, the Academy Award®-winning digital production studio. In 2009 Digital Domain Holdings began developing a large- scale digital production studio in the city of Port St. Lucie, Florida. Due to the growth and success of Digital Domain in California and Vancouver, Digital Domain Holdings has accelerated its hiring plans in Florida to provide additional capacity for both traditional and stereoscopic 3D visual effects. The company has also recently announced plans to build the Digital Domain Institute in West Palm Beach, Florida, a four-year program in advanced digital media supported by the College of Motion Picture Arts at Florida State University.

Founded in 1993 by film industry icons, Digital Domain is an Academy Award®-winning digital production studio focused on visual effects for feature film and advertising production. Among its 80+ film credits are three features that were awarded the Oscar for visual effects, including Titanic, What Dreams May Come and The Curious Case of Benjamin Button. A creative giant in advertising, Digital Domain has earned scores of Clio, AICP and Cannes Lion awards for some of the world’s most memorable spots. The studio works with top directors and has become renowned for its technical innovation, claiming four Scientific &Technical Achievement Awards from the Academy of Motion Picture Arts and Sciences. Digital Domain is charging forward with its pioneering work in photo-real digital characters as well as projects that cross traditional media boundaries. The company is based in Venice, California and recently opened a studio in Vancouver, British Columbia. www.digitaldomain.com

About In-Three, Inc.

Organized in 1999 to pioneer research and development in stereoscopic reconstruction of two dimensional images, In-Three, Inc. developed and patented a process called Dimensionalization® that makes it practical to convert 2D films into high quality, artifact-free 3D films.

In-Three is unique in offering a director the ability to select the dramatic impact appropriate to each scene. It does this by providing a range of style and degree choices. This capacity to incorporate artistic intent in 2D to 3D reconstruction is an inherent and distinguishing feature of Dimensionalization.

In addition to developing and continuing to refine Dimensionalization, In-Three has created the staff and systems that make “Dimensionalization by In-Three” an appropriate choice for directors and studios.

Contact:

Stan Szymanski Digital Domain Holdings | 772.345.8000

Ongoing 3D Tools Article

This article will highlight 3D tools that sail past the author’s eyes. They may get more full articles in the appropriate sections if someone writes it, or may not.

Acquisition:  

3D movie Calculator | Stereographers calculator for iphone

Not only an essential tool, but the front page of the website has a concise set of details about 3D principles that should be known by rote.

 

H. Potter kills 3D; RED kills Low Dynamic Range

The previous Harry Potter movie was moved from December 2008 to July 2009. This time, instead of losing their December slot, thus pushing back a July 2011 Part II slot of the last Harry Potter movie, Warner Bros have decided not to wait to de-flatten the movie, but rather to release the movie in 2D on schedule. (So, close one eye to get some 3D feeling.)

 

Those who remember Warner Bros’ Clash of the Titans will say that this is a good move. One could also say that Clash was an outlier, that the technology they chose was not ready for prime time, that post groups are now better geared up to make stereoscopic 3 dimensional conversions…

See: 
 ‘Harry Potter and the Deathly Hallows: Part I’ Loses 3D Release « FirstShowing.net

Or perhaps this is just a great way for the studio to release a 2D version of both movies, get the 3D right, then re-release to a great new box office.


More amazing is this clip from RED showing their new HDRx™ software in action. You can read the entire thread, but the shot is taken in a dark dark barn, with wide open doors and bright desert light outside, and in the distance is a building with a person sitting on the stoop. It would be difficult to make this work as HDR for a still. But the shot in the clip also shows a moving person going from light to dark, and an amazing amount of detail in the dark. The colors aren’t graded, but the technology allows that each stream of dark and light could be worked on separately. A true game changer:

 

RED HDRx™ Walk Desert Barn scene

3D Wonders

Jeffrey Katzenberg’s desperation plea: Movie biz needs to make movies that look good in 3-D | The Big Picture | Los Angeles Times – Patrick Goldstein
WSJ – Clash of the Titans | Full-bodied takedown
2 articles already commented on Decline and Fall: 3D takes some knocks
Forbes’ Dorothy PomerantzShow Me the Money blog, described Katzenberg’s answer to his critics 

It is easy to agree and disagree with the 3D-bashing. First, this is another case of a technology’s sausage making evolving in public. Usually the steps progress logically. In the case of cinema 3D, Avatar showed what could be done 6 years in advance of what might have happened if natural progression had taken place. This affected all aspects from acquisition and post, and customer perception. Suddenly the bar is set high and movies still in post-production looked 2nd (or 3rd) rate in comparison. Upon these, people are making their judgement.

The part that Cameron didn’t handle was exhibition, though it is said that he tried to arrange for different master prints into auditoriums that could put out more light…which would have been splendid, because there is still a major technical problem of getting enough light to the eyes with 3D, which presents many implications that journalists just skim over (at best). But one point can’t be argued against; there are fewer reasons to forgive the evolution excuse when cinemas are charging extra for the experience, leaving them open to complaints. 

None of the professional critics have room to mention that the cinemas are spending 20 to 30 thousand for the extra 3D portion of the DCinema equipment, plus glasses, plus glasses cleaning equipment, plus the personnel to distribute and clean the glasses. Perhaps that isn’t being explained well by the professional marketeers, but the critic’s research should have figured this out. 

One the other hand, that some cinemas are using silver screens for 3D is just a horror in the making. These screens are made so that some seats get an optimum amount of light. Those outside of this “sweet spot”, which can be the majority of seats, see an inferior picture – a picture with so little light that it causes problems which have not been well researched, and about which people merely generalize.

That the cinemas are then showing 2D movies on these screens should get the SMPTE police on their tails, as well as invoke sanctions if the cinema has a VPF agreement which compels them to follow the DCI specs that call for uniform light across the screen beginning with 48 candela (14 foot Lamberts) in the center. (They are lucky if they get 10 candela now (3.5 ft/L).) As technical articles demonstrate, sitting anywhere off center … or even in the wrong rows depending on the slant of the projector and the screen … makes the already dark 3D image intolerable. People should get a discount instead of being charged more if they are in the wrong areas. See: 23 degrees…half the light. 3D What?

Laser Illuminated Projection Association (LIPA)

The real news of the month has been laser systems. First was an announcement that Laser Light Engines, LLC has received significant financing, including from the IMAX group, for taking their now working products to production. Then Kodak started inviting people to see their system – doubtlessly timed to get people as they went to ShowEast next week. Kodak are not only working to change the source of light, they are changing the entire light block. Their hope is that they can allow standard lenses in the digital cinema projector, knocking off a significant amount of the cost of the dcinema system. And, like with all laser systems, the energy waste a lot less than with the xenon bulbs in standard use.  

And finally, Sony is being shy, but showing that they will have cards to play…which was already obvious 18 and 12 months ago when they went public with their laser announcement(s). (The Science Of The Laser Projector | Sony Insider) There are other rumors of other companies that Sony might be working with – c’est possible. The news though is that they are working publicly to get the standards group that deals with lasers (The US Food and Drug Administration…go figure…) to create a new category named Laser-illuminated Projection. That, instead of the category that laser light shows are under.

Sony, Imax Tout Lasers in Cinema – 3D Cinecast/WSJ
Laser Light Engines gets IMAX funding– Putting Light on the Subject

The article above gives quotes and also points out that increasing light levels will be good for 3D. One can’t have an article about digital cinema without talking about 3D. But it is true, though not the main point.

What that Wall Street Journal article doesn’t mention, and why lasers are mentioned in this 3D article, is not due to the light increase – which will come incrementally and at great pain to the mastering process and exhibition community trying to keep up with even more changes – but rather because lasers won’t need Z-screens or fancy spinning wheels from RealD or MasterImage to make the photons spin in alternating patterns. Giving photons a rotation state is inherent in the capabilities of the laser technology. [Maintaining the rotation state still requires a silver screen, which implies bright spots and dark spots and color shift of the picture depending on where you sit. Perhaps getting more light will allow silver screens with less gain, which might mitigate their most egregious features. But like many things, this requires research – and everyone is busy with the niggling details of keeping up with growth and complying with a change toward international standards after years of transitional standards.]

MasterImage, who also had a press release this month about taking more space at Hollywood’s Raleigh Studios, and RealD are really in a fight for a piece of the home cinema 3D market…as is XpanD. The professional market has been important, and an incredible financial, political and technical operation, but if they win a segment of a growing consumer market, they could afford to lose professional cinema. At this time, the active glasses solution seem to be winning, but the race will be long and the first technology hurdles are just being overcome. Perhaps it will become easier to glue a lens to the front of the screen with enough precision that it won’t subtract from the quality and add too much to the cost, which is what is needed for the passive glasses systems. Then cheap glasses will have a chance. In today’s economy, no one stands a chance…except perhaps for THX, who notably has announced the first THX Certified 3D TV.

YouTube – CEDIA Expo 2010 – What is THX 3D Certification on the LG PX990/PX950 Plasma TVs?
YouTube – LG electronics introduces first 3D TV certified by THX

To MasterImage’s credit, and contrary to the important point in the critics criticisms of 3D in the cinema, MasterImage announced glasses that fit the faces of kids. RealD announced that they were releasing kid sized glasses for Toy Story 3. One wonders how many theaters are making this change? What a scandal that it has taken this long for developers and cinema chains, who up until now have grouped all viewers as if they had the same interpupillary distance, but thankfully that is changing. I still would recommend taking a piece of foam to cushion the bridge of the nose from the plastic, but that’s just me. 

Our picture of a recommendation is in the article:
RealD and Polaroid — Possible Promise PR

Good luck to us all.

4K; And Then There Were Two

What does this mean for exhibitors and the audience? More light, and more dark. It seems that each generation of the DLP chip constantly refines the edges of, and space between the mirrors, which refines the amount of “off” – the non-reflecting space – and makes the reflecting segments comparatively more “on”…thus a boost in the dynamic range, or “contrast” spec, which the larger size also adds to. The PR doesn’t list how the 2500:1 contrast ratio is measured, but it is a 25% increase from what Barco prints as their C Series spec of 2000:1, while Christie now specifies >2100:1 full field on/off. Presuming that everyone is using the same measuring technique, with more light, larger screens can be lit. [Side note: Barco’s spec says that it takes 32,000 BTUs per hour to get that kind of light from a 6.5kW zenon bulb, which has an average life of 900 hours. No one is saying that this advance will imply less electricity or longer life for the bulbs.]

4K is a nice number, but no one ever walks out of the theater saying that there were too few pixels. There are those who point out that the constraining factor in quadrupling the pixels from 2K to 4K is actually the lens, which can’t resolve that much resolution anyway. 

Because of the increased area, more light will reflect off the same number of micro-mirrors. Therefore, 3D should get the largest noticeable boost – 5% was the number that one OEM used. In a universe that is starting from 10 candela/meter2, 5% more light would be a greater benefit for a 3D audience than the same higher gain would bring for the 2D audience in a larger auditorium.

So, what does this chip do with a 4K 3D image? It doesn’t. We know that there was surprise when Sony announced that they were creating 3D by breaking up their LCOS imager into two 2K sections, one for each eye’s image. But there doesn’t seem to be any loss for orders after exhibitors saw the results.

TI is also keeping a 3D image at 2K, but they make the point that with this release “we will use the entire imager to display 3D in order to pass the maximum amount of light which is needed for 3D display. In other words the 2K image will be scaled up to 4K. We say, All the Imager, All the Time.”  

It makes sense to go for the increase in light, however small it is. The other part of the equation is the amount of bandwidth that can be pushed into the TI cards, but that is more math than is comfortable in this commentary on a simple press release.

References:

23 degrees…half the light. 3D What?

Laser Light Engines gets IMAX funding– Putting Light on the Subject

Optical Efficiency in Digital Cinema Projectors

3Questions – Laser Light Engines

IBC Don’t Miss Events and Booths

Using the Dolby 3D display system along with Dolby 7.1 surround on 11 September.


Sunday – 12 September 

Conference Session – Digital restoration – new technology, new business – 1:30-13:00


Conference Session – Lights. What camera? Action: The Cinematographer’s battle to keep control of his fast expanding toolbox | David Stump, VFX supervisor, ASC | 14:00-15:30

ACES IIF brings in a 16-bit linear system based on floating point mathematics, and one thing to consider is that the 10-bit Log pipeline has been as big an encumbrance for modern film stocks as it is for digital cameras. It came out of the ASC’s camera review project.

Cinematographers cannot afford to be nostalgic for film, but the steady penetration of digital cameras looks like killing off optical media within four years.


Conference Session – Post-Produciton Workflow – How fast is your workflow? 16:00-17:30


IBC2010 Awards Ceremony

Free to attend for all show visitors – The IBC Awards are presented to the worthy winners of the Innovation Awards, the Exhibition Design Awards, the Conference Awards, the Special Award, the Judges Prize and, of course, the International Honour for Excellence, which this year has been announced as Manolo Romero, the managing director of Olympic Broadcasting Services.

Where: The Auditorium, RAI        Time: 18:15 (18:30 start)


Amsterdam SuperMeet – Grand Hotel Krasnapolsky, Dam Square; 19:00 – 23:00. Doors open at 16:00.

For information visit: http://www.supermeet.com/.

Singular Software is only showing at the Supermeet – See PluralEyes for yourself

 


Monday – 13 September | EU DCinema Forum

Stereoscopic 3D Day |

9:30 Keynote, Cameras, 11AM Editing and 2D/3D Creation, 14:00 Exhibition, 16:00 Questions


Monday Night Movie: Avatar (Special Edition) in 3D

A special screening of Avatar, starts at 18:30 on Monday 13 September using the RealD stereoscopic 3D system. 


Tuesday – EDCF

State of play: developments in D-cinema – 10AM – 13:00


Dolby – Booth 2.B28 Dolby Professional Reference Monitor;

Preview of the new PR4200, a new standard for video reference monitors
Promises P3 simulation

projection design – Booth 7.B20 projectiondesign 2K+ projector for production suites
Premier of cineo35 2.5k – the world’s first compact projector capable of showing images at a native 2560 x 1600 resolution.
Meaning that my FCP menus can be next to the image; promises 3D support and P3 simulation

Doremi – Booth 10.B10 – Qalif Cinema Set-up and qualification system

Premiered at CinemaExpo

Panasonic – Booth 11.E60 – I just want to see the AG-AF100 for myself. GH1 Lens, some of the hot rod extras, pro-build.

Canon – Booth 11.E50 – Will they show a PL lens friendly APS-C sensor unit like that Panni? 


Sony – Booth 12.A10 – Will they have fixed the NEX-VG10 omissions? will they have a new Reference Monitor? 

RED – No Booth – Presentation at Assimilate, and BandPro, among others according to this schedule.


Avid – Booth 7.J20 – New Media Pro Release


ASSIMILATE – Booth 7.K01


The Foundry – Booth 7.J18


Band Pro – Booth 12.B20


Autodesk – Booth 7.D25


Bluefish444 – Booth 7.J07


Digital Vision – Booth 7.A28

FilmLight – Booth 7.F31 – annual drinks event at booth – Sat, 18:00-20:00.


DVS DI – Booth 7.E25 – CLIPSTER/ Stereoscopic/ Apple ProRes 422


Cine-tal – no booth, but their Cinemage B will be displayed at several booths.


IBC Hall 1


T-VIPS, Booth 1.B71 – Just because they can mention JPEG 2000 and high speed 3D

A highlight of its stand will be a groundbreaking demonstration of lossless JPEG2000 video transport, perhaps the most compelling reason to date for broadcasters and operators to switch to JPEG2000 video transport. The main advantage of JPEG2000 compression  is that it enables significant bandwidth savings when compared to un-compressed video transport and makes possibe the backhaul of HD and 3D video over 1 gigabit ethernet streams without loss of visual quality.


IBC Hall 5


Altera, Booth 5.A19 – Single-chip 4K, format-conversion reference design with integrated serial digital interface (SDI)

RealD and Polaroid — Possible Promise PR

All stereoscopic technology, popularly (though not properly) called 3D, depends upon each eye receiving a slightly different picture, just as the spacing of the eyes gives each eye a slightly different picture in nature. 3D animation and camera systems try to duplicate this natural system, as do post-production systems. During exhibition, the projector then sends 6 images every 1/24th of a second, 3 identical left alternating with 3 identical right. Most systems block one eye while the other eye is receiving its picture. Then combined with other 3D clues that we use[1], the brain ‘fuses’ these nearly identical ‘parallax’ images together to give us a hopefully more realistic motion picture.

RealD and MasterImage systems use a “circular” polarizing technique to give each eye a different picture. After the projector sends the light of each picture, the light is given a “spin”. One lens blocks light coming at the eye with a clockwise spin, while the other lens lets that clockwise light come through. The next picture is given a counter-clockwise spin, and the corresponding lenses block or allow light. To maintain that polarized spin, the screen must be coated with a special paint, which screen manufacturers sell as Silver Screens.

Dolby uses a different technique, giving each eye different frequencies of light, which alternate before the projector lens. XpanD uses a 3rd technique, making its glasses lenses actively turns on and off in sync with the left and right image being transmitted from the projector. [This is the technology that most types of consumer TVs are using, for several reasons.]

In nature, light comes at us from all directions, bouncing off of many objects with different properties, one of the properties being the absorption and reflection of different frequencies giving us different colors. Another property is that the particles of light, the photons, come at us with different spins. Dr. Land, the inventor of the Polaroid process discovered that “glare” comes at us with a particular aligned spin, which could be blocked with a particularly aligned filter. The alignment in most cases is linear, that is, in a horizontal line, so this technique uses a linear filter. [The other techniques for creating home 3D images is using a linear filter over the TV screen, with linear lenses in the glasses. This is harder for manufacturers to do perfectly and there are other technical compromises with this type. So even though the glasses are cheaper, it doesn’t seem to be the trend in home 3DTV.]

Polaroid has just announced that they are licensed to carry the RealD brand name, and endorsement, on a line of 3D glasses. Polaroid isn’t the company that they used to be, but they are a force in the market. Polaroid shipped 7.5 million pairs of glasses last year, according to the website of their Swiss parent company Stylemark (of a total 50.5 million of Stylemark’s other brands.) They were developed in Scotland, and shipped predominantly throughout Europe, east through Russia and south through Asia, India and Australia. One guesses that none of them were circularly polarized. 

One also guesses that they have a lot of style, something that has been missing in theater 3D glasses. There are a couple of reasons for this. For glasses from Dolby and XpanD, which are reusable many hundreds of times, they must stand up to the abuse of wearing, collection, washing and distribution. But the real style-breaker, the thing that all the complainers whine about, is that the ear pieces are bulky, not elegant little stems. Here is a full sized picture of the Polaroid 3D glasses, while we discuss the temple arms, the stems that go from the lenses to the back of the ears. 

Polaroid 3D Glasses, Large Photo

One of the problems of tricking the brain, making it believe that there is a 3D image being presented on a 2D surface, is when one eye is given a lot of information that is different from what the other eye is getting. This doesn’t typically happen in nature. But it does typically happen in a cinema theater because they can get extra information from EXIT signs, reflections from the neighbor’s 3D glasses or popcorn bucket, and especially from reflections from the rear of our own glasses. The reasons that people get headaches from 3D movies is not fully examined, and may be from multiple and varied sources, but one reason seems to be this problem of non-symmetrical images. Blocking much of this extra light is possible with substantive temple arms, regardless of how they look. (No one talks about your ears for example…as far as you know…)

Also, if the glasses fit better, then the reflection from the rear (including re-reflected light that comes from the skin below the eyes) would be less of a problem. But “free glasses” have to be substantial enough to be mis-handled and “one size fits all”, even though people’s faces are different shapes and  sizes, and more importantly, so is the distance between people’s eyes (actually, people’s pupils, but I didn’t want to sound silly or get technical – the Inter-pupillary distance, the PD, is important for another 3D conversation.) One of the cool things about the Dolby glasses is that they are made from spherical glass, so that the distance from the lens to the pupil is the same, making it easier for the eye and eliminating edge distortion which is inherent with shaped lenses. But since the distance between people’s eyes can range from the low 4+ centimeters to the low 8+ centimeters, this is a problem that needs to be addressed, which the Polaroid press release says they have: 

And prescription lens wearers are not forgotten, with a range of premium 3D cover styles that fit comfortably over any optical frame. There is even a junior style for the younger audience to enjoy. 

But emphasizing the style issue is just plain wrong. They should be educating the public on why they need to block top and side light, which is not a ‘style-compatible’ issue. The ear stems must be bulky enough to block light entering from all directions.

Another benefit that Polaroid will hopefully bring is some consistency. One engineer reported that he recently measured 10 pair of 3D glasses, and none of the 20 lenses were close to being the same in terms of passing light and color. 

What the press release doesn’t say is when and how much. 

References: Schubin’sCafe has an article which explains many details of pupillary distance. He also describes several important 3D concepts, both in terms of cinema, and in terms of how it is not so simple to transfer digital “prints” and technology to 3DTV: The Other Three Dimensions of 3DTV

[1]Matt Cowen from RealD has made several presentations describing the several 3D clues that we have all used while watching 2D movies without stereoscopy, to understand where in space an article or person is relatively located.
3D; How It Works 

Glasses also are relevant to darkness in the room, so these two articles might come in handy:
Scotopic Issues with 3D, and Silver Screens
23 degrees…half the light. 3D What?

 

adjustable frames for US Army 3D lensesShades with leather side pieces for blocking sun.

23 degrees…half the light. 3D What?

Sillver Screen Light Failure Point3D Luminance Issues—Photopic, barely. Mesopic, often. Scotopic? Who knows…? 

We don’t mean to be picking on the good people at Stewart Film Screens by making an example of their Silver Screen light rolloff curve. They just happen to grace us with the most usable graphic description of what is happening to our light. Looking at Harkness Screens Data Sheet for Spectral 240 3D Screens is not better and may be worse. 

We know the problems of getting light to the eyes for any of the available 3D systems. The initial filter eats up to 50% of the light from the projector, plus the manner of each eye getting turned off 50% of the time, and the darkness of the glasses all steal a lot of light. If the projectors could produce enough light to overcome all these transmission problems…which they generally can’t…it would just mean more burnt expensive bulbs and higher electricity costs. 

But even if the exhibitor cranks it as best as possible, and tweaks the room to get the best RGB balance at the best seats of the house, if the auditorium is using a ‘silver’ screen to maintain the polarity of the RealD or MasterImage system, the patron who is 23 degrees off the center-axis will have half the light available. Put another way, as you can see from the full picture at the Stewart site, 3 seats away from center is a totally different picture…as is the 4th and 5th, etc., as the situation just gets worse. 

If the cinema had achieved 5 foot Lamberts (17 candela/m2) behind the glasses (most don’t get 3ftL – 10c/m2), then 3 seats off center will be 2.5ftL (8.5c/m2). At this point, bright reds have all turned to brick red or darker, and blues are becoming relatively dominant – it isn’t that there are fewer yellows or greens in the picture – it is that the eye becomes better able to discern the blue in the mix. (Another way to describe what is known as the Purkinje shift is that an object that appears greenish-yellow in brighter light will appear to be greenish blue as the intensity of the light descends lower than below 10 candelas/m2.) Combine that with stray light from a few EXIT signs, which not only mess with the contrast but puts non-symetrical data into the normally “practically-” symmetrical 3D mix, plus some reflections in the back of the eyeglasses and the patrons should not wonder why they don’t universally have an enjoyable experience. 

We won’t beat this into a pulp since most real-life scenarios just get worse.

What will make it better?

Consumer education to begin, which is the real excuse for this article. Patrons must know what to insist upon. 

Projectors can’t generate enough light to get 3D up to the 14ftL (48 candelas/m2) that 2D movies are shown at. But the new Series II projectors can do ‘more’ and industry tests show that ‘more’ is better, especially if the original was ‘mastered’ to be shown at ‘more’. James Cameron was prepared to ship theaters a ‘print’ of Avatar that was mastered at hotter levels for cinemas who asked for it…up to 10 ftL! Patrons must insist that if they are paying more for the experience, they should get better…perhaps 10ftL is not going to be the standard this year, but 7 or 8? Grass roots effort anyone? The studios set the intention in the DCI spec at 14, so one would think that they will come to the plate with ‘more’ if asked. [DCI Specification 1.2; page 48…and tell them that you want an order of Uniformity and some of that ±4 Delta E while they’re at it.] 

The future also holds at least two potential ways that will give a better picture. Brian Claypool at Christie points out that one of the features of the Series II projector is “more native support for faster frame rates.” For example, many people in the creative community believe that higher frame rates will do more for image quality than having more pixel resolution. Again, Brian Claypool, “Do you remember how rich every frame was in Avatar, that your eye just kept wanting to look around? Well, imagine having 2 times as many frames for your eyes to follow… it will feel like looking out a window on another reality”.

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The other, also long-term, change is replacing bulbs with lasers in the projectors. Good news on that front was announced by one player, Laser Light Engines. We deconstructed their newest announcement and some of their potential at: Laser Light Engines gets IMAX funding—Putting Light on the Subject

Some mark this as digital cinema’s 11th year, but it wasn’t until 6 years ago that 2K was delivered, an example of the evolution of this industry. 

Links: Luminance Conversion Table

Scotopic Issues with 3D, and Silver Screens

Knoting Laser Light

Decline and Fall: 3D takes some knocks

Daniel Frankel’s 3 August The Wrap article presents these two graphs, but doesn’t allow them to speak for themselves…

Opening from 3D Screens

Patrick Goldstein in his LATimes article: No Surprises Dept.: Hollywood killing 3-D golden goose faster than expected begins with:

Whenever Hollywood finds a new cash cow, it dives in and loots its riches faster than any pickpocket on the planet. That’s what the movie industry has been doing with its much-ballyhooed 3-D technology, which has spawned one legitimate masterwork (“Avatar”) but otherwise has been little more than a cushy new revenue source for exhibitors and studios. Both have been raking in loads of moola from the extra $4 to $5 theater owners charge at the box office for admission to 3-D movies. 

Ups and Downs of 2D to 3D incomeBoth articles and their references are worth reading, but one should remember that when 4 or 5 movies come out in a row, and a guy has to drop over $30 for a pair of tickets plus all the other expenses, or a family drops about $100 per movie for four, that a recession might be worth a mention…regardless of how fun being right while knocking 3D happens to be.

Common wisdom is that movies were the one arena that did well in the last recession. What is little noted (and shouldn’t be a surprise to the experts) is that there were a lot of marketing games, specials and attractions to keep the people coming into the cinemas during that era…not 50% addition to ticket prices. There also was a long list of alternative entertainment.

Finally, their premise of first weekend isn’t always a good indicator when the percentage of cinemas with 3D systems is still in the minority. So if, as was the case recently, several 3D movies get released simultaneously, something has to give. Fortunately the professional critics didn’t become economists…since that group doesn’t seem to be helping society recently either.

All 3DAvatar™, AllThe3DTime™ [Updated]

News Corp. chairman and CEO Rupert Murdoch previously said …(excerpted)

FirstShowing.Net —James Cameron Delivers Updates on Avatar 2 and Re-Release

Yep, James Cameron and Avatar are back in the news again, but … First, he confirmed that he is producing Guillermo del Toro’s At the Mountains of Madness (announced a few weeks ago) and that they’ll shoot it in native 3D using next generation 3D cameras. [Surprise?]

We don’t exactly know what Cameron will be directing next, … he’s been getting inspiration for Avatar 2 by traveling down to South America and meeting with native tribes. “I have an overall narrative arc for [Avatar] 2 and 3, and there are some modifications to that based on my experiences in the last few months from having gone down to the Amazon and actually hung out with various indigenous groups who are actually living this type of story for real… but it’s not changing the overall pattern,” he said.

Finally, Cameron talked about converting Titanic to 3D and also complained about how terrible the Clash of the Titans 3D conversion was (as we all know). …

Marketsaw.blogspot — EXCLUSIVE: James Cameron Interview! Talks AVATAR Re-release, Sequels, 3D Conversions & Working With Del Toro!

[Listen to the audio interview on this page]

 

0:40 – Cameron confirms he is producing Guillermo del Toro’s AT THE MOUNTAINS OF MADNESS. The movie will be shot in native 3D using next generation FUSION 3D cameras from Pace. …

2:30 – Cameron talks about 3D conversions. TITANIC’s conversion is taking 8 months to a year to complete, not a fast turnaround like CLASH OF THE TITANS. Cameron: “(TITANS) showed a fundamental lack of knowledge about stereo space, …

5:00 – Cameron on how they are technically converting TITANIC. “You just can’t cut out edges, you’re going to get flat people moving around.” He will be using all his knowledge to put things on their right depth planes. They had tests for TITANIC from seven different conversion vendors on the exact same shots and they got back seven different answers as to were they thought things were spatially. “Some of them were not bad guesses and some of them were ridiculous.”

6:50 – The whole argument about conversion will go away for high end, first run 3D. Two years from now when there are thousands of 3D cameras out their shooting live feeds to 3D broadcast networks, how can a producer go to a studio and say…

9:05 – Cameron on talking with Steven Spielberg about converting his classic movies to 3D. …

11:20 – Cameron talks about AVATAR 2’s current status. …

12:04 – He is focusing his writing right now on the AVATAR novel (corresponds to the first film)…

12:45 – The AVATAR re-release will have 9 extra minutes, not 8 and it will all be CG. No extra footage of live action characters drinking coffee. Rainforest; some at night; a hunt sequence – …

15:45 – Cameron does not have the release timing of the 3D Blu-ray as …

Micro Four Thirds and 3D

This changes…well, maybe not everything, but a lot. Problems with capturing motion, problems with two lenses that don’t move simultaneously…Gone. Sure, others will tell of the limitations and the number of lines per, but we’ll have to wait until December to see what actually is coming out of the factory, or if there are any upsides or downsides to the variant of the micro four thirds standard that is called the LUMIX G Micro System…e.g., does it naturally match up to all other micro four thirds cameras?

micro four thirds logo

 

 

 

Meanwhile, check out the Millimeter article: 3D on the Cheap, Part 1

Laser Light Engines gets IMAX funding– Putting Light on the Subject

This year marks the transition from the InterOp set of standards to a full SMPTE implementation. This transition is supposed to be completed world-wide by April of 2011. But there is one part of the DCI and SMPTE specs that is being ignored; the need for 48 candelas per meter2 (14 foot Lamberts) of light bouncing off the screen during presentation. This is attainable and probably done regularly for 2D movies, but because of the nature of current 3D technology (some versions which suck up 80% of the light sent from the projector), most facilities are barely getting 3 ftL (10 cd/m2) to the eyes during 3D movies.*

Against this background, Laser Light Engines of Salem New Hampshire USA announces that the IMAX group has made an investment in their company and their technologies. This is auspicious for several reasons.

IMAX once had an unmatchable system for making and presenting movies. Their film stock recorded nearly post card sized frames which could be presented in an immersive style, saturating screens of immense proportions. They took a PR hit for allowing the IMAX name to be used for movies shot in 35mm and upgraded digitally during the mastering and print phase, but still shown in 15/70 (15 perf/70millimeter). They took another hit for surviving by creating a multiplex version of IMAX. Recently they have taken a hit for showing 3D movies digitally, which although done in the best way possible, could never match the dual 15/70 versions.

Using two Christie projectors allowed a full 2K image to be triple flashed to the screen with far more intensity than a single projector could produce. (Although the Sony digital system produces a 4K image, with 4 times the data of 2K, their 3D system divides their 4K chip into 2 x 2K images. Sony also hasn’t progressed their LCOS system into the very largest screens due to contrast issues.) But even with two projectors, the amount of available light to the screen still doesn’t meet SMPTE specifications.

Enter LASER technology from Laser Light Engines (LLE). For several years this company in Salem, New Hampshire, USA, has been approaching and dealing with the detailed challenges which will usher in the next technology leap for digital cinema. This week they have announced an agreement with IMAX which should help each company meet internal goals, as well as the expectations of their audience.

[Press Release attached as pdf for logged in readers.]

If it were as simple as finding 3 LASERs and firing them at the Texas Instruments DLP or Sony LCOS chip, this would have been done long ago. But it is not that simple. At this year’s ShoWest convention, LLE announced that they had met one of the lingering challenges, eliminating the effects of speckle in the green channel, in this case a LASER of 546 nm. (Blue and Red LASERs are at 455 nm and 615 nm.)

It might be difficult for IMAX to portray this to the blogosphere, where they have taken the most hits recently. It is also not prudent to pollute one’s own bathwater by speculating upon a future technology that shows the compromises of existing technology. On the other hand, there is a growing realization that 3D technology may have been generally introduced before it is ready, and speculation is rampant that it is being pushed merely for commercial reasons. That speculation does a dis-service to several hundreds of artists who have done incredible work in the field. Perhaps some clever marketing guru will figure a way to explain that today’s version of 3D is above good enough, well worth paying more for, as there  are extra costs in the production/post-production and exhibition chain…but wow~! the future.

The mantra of this news magazine is that Engineering is the Art of Compromise. Continuous refinements knock away at these compromises, which is why this news is so exciting…there is nothing so refined as LASER technology and no bigger need than to become more green, more efficient, safer, brighter – issues that LASER technology can handle. There will be more on this topic, as well as its companion – optical fibre – in further issues.

[There is a Boston Globe:Boston.com:Business:Technology article named
Casting some light on 3-D of 11 July 2010 that came before the IMAX news. Conjecture on whether exhibitors would change the high heat, short life Xenon bulbs for a slightly more expensive, much longer life, lower heat LASER seems a bit mis-placed, but the article explains many other issues very well.]

* Our series that begins with Scotopic Issues with 3D, and Silver Screens examines these issues.

Scotopic Issues with 3D, and Silver Screens

Here’s an interesting tid-bit to throw into the mix.

mesopic to photopic in candelaTo use rough numbers, according to this clever Luminance Conversion chart, 3 ftL (foot-lamberts) is 10 cd/m2 (candela per square meter). On the log chart to the left, that is somewhat below the arbitrary line between photopic and mesopic, the line where the eyes shift from a high degree of cone activity to predominantly rod vision. As the website which details this data points out (Visual Expert–Night Vision), among other things, this approach to dark brings a shift that diminishes sensitivity to long wavelength colors (red).

One thing we are pretty certain of, from recent discussions, is that;

  • some cinemas are pushing to get to 3 ftL behind the glasses, that
  • few would know how to measure that, and that
  • few would even dare to measure in the seats outside of the sweet spot of a silver screen.

To quote further from the Night Vision site:

“As illumination declines, the visual system starts conserving light in three ways. First, inhibitory responses weaken, and eventually stop. Second, inhibition is replaced by convergence, where the receptor outputs sum together to increase sensitivity but further reduce resolution. Third, there is more available photopigment as light declines. When light strikes a molecule in a photoreceptor, it “bleaches” the molecule, causing electrical activation that leads to a visual sensation. While in the bleached state, it is unresponsive to light. The more photopigment in a bleached state, the less available to respond to light and the lower the sensitivity. In dim light, very little of the photopigment is bleached, so the eye has greater light sensitivity. All of this occurs before and continues after the switch from cones to rods.

“One effect of switching to rods, however, is the “Purkinje shift.” During photopic cones vision, viewers are most sensitive to light that appears greenish-yellow. In scotopic vision, they are most sensitive to light which would appear greenish-blue during the day.”

End of Part 1; Scotopic Issues with 3D, and Silver Screens

Part 2: 23 degrees…half the light. 3D What?

Part 3:

Avatar’s August Return Adds New Footage

Yes, we know that Fox is milking this movie for every penny they can get, between the $2.7 billion it earned in theaters, to the double-dip DVD/Blu-Ray offerings (we still haven’t seen a special edition yet), to this new re-release, which I wouldn’t be surprised to see happen every year. And you know what, I’m totally fine with all this. I bought the Avatar Blu-Ray (which is in 2D) and tried to watch it, but couldn’t get into it. I guess it felt incomplete in 2D watching it on my small screen, so having the chance to see it again in theaters in 3D with more footage, I’m sold. So let the Avatar hate (or love) begin again, as it will be returning to theaters.

For more info on the re-release worldwide, visit the official website: avatarmovie.com/re-releasedates

Check the original FirstShowing.com story with their always interesting comments

RealD Gets Serious with IPO – UPdate


The NYTimes has a 13 July article titled Will RealD’s IPO Be a Blockbuster or a Flop? – According to MarketWatch, RealD is now expected to be listed on 15 July and is very oversubscribed. Another tech company (electronic white board manufacturer Smart Technologies opened their IPO exactly on the expected amount. [End update; 14 July]


RealD has formally launched their bid for an IPO, expecting to sell 10.75 million shares at $13 – $15 – obviously short of the $200 million sale/1 billion dollar valuation that had been floated earlier. The proposed trade date is 7/16.

Doubtless, they are getting lots of advice. The stocks are being flogged by: J.P. Morgan, Piper Jaffray, William Blair & Co., Thomas Weisel Partners, and BMO Capital Markets.

Renaissance Capital points out that at the mid-point of the proposed range, RealD will command a market value of $667 million – meaning that the 10.75 million shares roughly translates to 23% of the company. 

Charlotte Jones at Screen Digest lays it out pretty well at this article from 21 April (when the preliminary S1 form was released by RealD): Pure play 3D company launches IPO

RealD was an early player in the 3D game, with a love/hate relationship with the studios. They’ve invested a lot, and certainly 3D to the cinema wouldn’t be where it is without them.

Recently they are getting pressure from their competitors, which is to be expected as the market matures. Dolby is no longer trailing by far, MasterImage is strengthening their base with a low-priced technology that piggy-backs on RealD’s efforts, and the home 3D market is so far using infra-red style blanking, ala the XpanD system…which is also doing fairly well.

The important points remain; that the digital cinema revolution is less than 20% through its transition, which leaves a lot of conversions left in the world. 3D does not appear to be a fad, and is only getting stronger. The home 3D market is wide open, with several well funded companies putting money into their product lines…with many companies, such as RealD, capable of riding that set of coattails.