As three-dimensional viewing spreads from cinema to the small screen it is likely only a matter of time before brands will see the benefits of 3D.
You could call it a struggle between different dimensions. Today’s video devices, from Apple iPads to flat-screen TVs, are slimmer than ever before; the upcoming Sony Xperia Tablet Z, for example, is just 0.26 inches (6.6 millimeters) thick. Yet gaze into the screens of these slim-line devices and ‘flat’ is the last thing you will think. Thanks to advances in visual technology, video now has a depth of field that viewers could not have dreamed of in the past.
The ultimate in depth of field, of course, is three dimensions (3D), a format that has taken off in cinemas over the last decade thanks to the popularity of films such as the 2009 blockbuster Avatar, by director James Cameron, or Ang Lee’s Life of Pi. In the last two years, five of the top 10 grossing movies in the United States were shown in 3D. It might be just a matter of time before big brands are giving the format a similar level of attention. The reason they are not already is that while audiences have become comfortable with the idea of donning polarized glasses for 3D cinema viewing, the format has yet to catch on in a big way with home viewers, says Andrew Murchie, a 3D film maker based in Edinburgh, Scotland.
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Special thanks to Jason Deign, finchannel.com.