James Stewart believes 3D advertising could grow in 2012

In this part of “What Next for 3D?” top 3D director and 3D commercials specialist James Stewart says he believes 3D tablets and the London Olympics could finally kick start 3D being used in commercials.

James Stewart is the founder of the Geneva Film Co. in Toronto, Canada and since 2000, James has produced and directed 3D cinema commercials for brands such as Lexus LFA and Sprint. He has also produced over 25 projects in digital 3D including concerts films of the Montreux Jazz Festival and Kylie Minogue; The Human Eye with Cornell University; the stop-motion 3D film Foxed!; Ontario 4D for the Vancouver 2010 Olympics; and Werner Herzog’s acclaimed Cave of Forgotten Dreams 3D.

Like the other contributors, we started by asking James Stewart whether he is more or less optimistic about the future of 3D entertainment compared to this time last year…

James Stewart: I am very bullish going into 2012. Every year we see the production volume increasing and the acceptance of 3D as an art form continues to grow. Most directors who work in 3D say they can't go back, so it is just a matter of time until it is ubiquitous. With Herzog, Wenders, Scorsese, Spielberg, Jackson and Scott joining in, the credibility of 3D has grown tremendously in 2011 and will continue to grow in 2012.

3D Focus: Has anything surprised/impressed you about the 3D industry during 2011?

James Stewart: 2011 will be remembered as the year 3D came of age in the art film world. With Herzof's Cave of Forgotten Dreams, Wender's Pina and Scorsese's Hugo, non-Hollywood audiences now understand the power of 3D.  In my world – advertising – the acceptance has been slow but it is now clearly understood what 3D can do in cinema advertising and mobile.

Cinema advertising is a powerful medium and 3D makes it more effective. Mobile 3D is the next big thing so brands are now happy to discuss 3D as a story-driven device, and not just a gimmick.

3D Focus: What do you know now regarding 3D entertainment that you did not know this time last year?

James Stewart: I learned that people really don't like the 3D glasses. I wear prescription glasses so I am not that sensitive to the idea of wearing 3D glasses. Glasses-free 3D mobiles and tablets (and the web) are the growth areas. These areas will surpass TV sales and in the end drive 3D TV sales, because in the end, people want to watch visual storytelling on a large screen.

3D Focus: Where there any points during 2011 when you were worried about the future of 3D entertainment?

James Stewart: I was worried when Wall Street downgraded RealD and Dreamworks after Pirates "under-performed".  But the cynics are now being overshadowed by the truly wonderful work being done in native 3D, so 3D is safe.

3D Focus: What 3D projects will Geneva Films be involved with this year?

James Stewart: We have a busy slate of commercial work in the first quarter. We are completing Foxed!, a short/trailer for our feature debut plus we also have a new project for the second half of 2012.

3D Focus: Were there any moments during 2011 that you feel were pivotal for 3D entertainment?

James Stewart: Cave of Forgotten Dreams, Hugo, Pina, TinTin were the watershed moments of 3D in 2012. Like Avatar, these are films that adults will see, and this will drive the content creation business.  Those of us in the 3D business get it, but brands and marketers who are not living 3D every day, don't get it until they see a magnificent 3D film.  The other pivotal moment was the launch of the 3D phones by LG and HTC. This is more powerful than the sales numbers suggested. Advertising is now all about mobile and tablet.  The sooner we get a glasses-free 3D tablet, the stronger the 3D industry will be.

3D Focus: Do you believe a business model for 3D television (rather than cinema) was anywhere nearer closer to being established by the end of 2011?

James Stewart: Now that 3D TVs are the same price as 2D, the sales should take off.  Sadly, there is still a lack of content – and I don't think conversion is the answer. Sport, documentaries and music HAVE to drive it.

3D Focus: What expectations do you have for the 3D entertainment industry in 2012 and do you think 2012 is a particularly important year for shaping the direction the 3D industry takes? 

James Stewart: I have huge expectations for 3D commercials during the London 2012 Olympic games.  Most brands realise that there is huge potential there but will the media buying agencies make it easier for 3D spots?  We will see.

For more information about Geneva Films visit the company website.

Below is a 3D Focus TV video interview with James Stewart during the New York 3D Experience in 2010…

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