Glasses Free 3D Cinema Network to Launch Soon
Sep 27, 2011 1 Comment
After a successful trial run at the Empire cinema in Basildon (reported by 3D Focus earlier this year), we can reveal that Pearl & Dean’s glasses free 3D foyer screen network will go live if a sponsor can be obtained.
By Phil Bridges
Speaking to 3D Focus, Pearl & Dean Commercials Director Mike Hope-Milne confirmed that the company is now looking to roll out the Cinevation network on a wider scale to 50 cinemas nationally, distributed between the Showcase, Apollo and Empire chains plus two ABC cinemas in Birmingham and Manchester.
Earlier in the year, Pear & Dean installed an Alioscopy glasses free 3D display in the foyer of the Empire cinema in Basildon, screening a 3D trailer of the film Thor, to a positive reaction.
Pearl & Dean are relying on attracting a sponsor to finance the roll out of the screens which will be added to the company’s portfolio of advertising opportunities. Although the screen size is still being finalised, it is expected that there will be a “one size fits all” screen display of 47” with a few flagship sites being installed with bespoke screens.
As with any glasses free 3D display, stereoscopic video needs to be converted to an autostereoscopic format suitable for viewing on large multiple viewpoint glasses free 3D screens but Mike Hope-Milne is not concerned saying “Conversion is not a problem and it is extremely cost effective. We can convert an advert for one of these screens with short lead times and good quality for under £1000. The quality is far better than anything else you have ever seen. The quality we have got to now is that you could pretty much put one of these TVs in your living room and watch a film on it. I would say it is probably about 95% as good as what you are getting with glasses.”
When talking about the 3D advertising sector in general, Mike Hope-Milne acknowledged the slow take up of the format by advertisers, even during the 3D boom time of 2010 but said he was not surprised by it saying “I am not surprised by the lack of growth. Whenever we create an opportunity it takes a while for advertisers to trust anything new. It always takes advertisers longer than we would like to embrace a new format.” He continued “Essentially, where we are today is where we would have liked to have been a couple of years ago. Firstly, the cost of 3D advertising was considerably more a few years ago than it does today and secondly, creative agencies tended to not recommend campaigns they did not have expertise in.”
To jump the latter hurdle, Pearl & Dean have been holding 3D advertising workshops in conjunction with their 3D partners – 3D Exposure. For an hour, Pearl & Dean clients are introduced to the 3D format, how it is best utilised to create maximum impact and most importantly, how to do it right.
Now both of those two hurdles have been overcome, Mike said the next objection to face is the negative headlines about the future of 3D movies in the media. “The barrier we will have to face over the next 12 months is the negative press. It’s another hurdle – But part of what we do is overcome objections for advertisers; that’s just another one we have to work on and I hope that does not prevent us to recruit more advertisers.”
Mike also revealed that, although up until now, there has been no premium attached to screening a 3D advert on the Pearl & Dean network (even though 3D adverts are currently screened at the end of the advert reel) but this might be changing shortly…
“As with any new media opportunity, we want to sell the concept. We didn’t want to put up anymore barriers which is why, up until now, we have not charged a premium. However, there is now a case to be argued that a premium should be charged” said Mike.
Finally, Mike hinted that glasses free 3D foyer screens are just the start of Pearl & Dean’s 3D innovations but did not reveal any details saying “I am working on a presentation for advertisers that will take 3D advertising to the next level but I’m afraid I can’t really talk about it right now!”
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