The best 3D content is yet to come says Andy Millns

In the fourth part of our “What Next for 3D?” series, Andy Millns, the Joint Founder & Director of 3D technology and production company Inition, says he believes that there are still many un-tapped opportunities for 3D film-makers. He also warns that poorly executed 3D films continue to be a threat to the success of 3D and that 3D commercials will be an area of growth in 2012.

We start by asking Andy Millns if he is more optimistic or less optimistic about the future of 3D entertainment compared to this time last year…

Andy Millns: We are more optimistic about the future of 3D entertainment this year, as all the vital statistics seem to be moving in the right direction but it will take time. As of the end of this year there are now some 22,000 cinema screens worldwide equipped with 3D projection technology – and most of this has happened in just 2-3 years.

Cinema audience figures dipped earlier in the year but have returned to growth with a sleuth of big 3D blockbusters hitting the screens in recent months. The curve seems to be fitting the standard hype/backlash/genuine-uptake curve that many other new developments in technology have been subject too.

3DTV has also seen strong growth. Worldwide, there are approximately 55 3D channels and demo channels and at least another 35 VoD services offering 3D movie content. Futuresource Consulting predict this will grow by a further 10-15 channels next year. With 3D display technology constantly improving and prices already starting to come down, future sales forecasts are looking strong. By 2015 Futuresource forecasts close to half of all US and UK households will own a 3D TV.

The real challenge going forward will be in converting these households to ‘active’ 3D viewers. Last year of the 125,000 UK households whom bought 3D TVs almost 90% of them were "active" viewers of 3D TV programmes.

This year Sky’s 3D channel director John Cassy says subscribers to Sky 3D are in six figures and growing steadily. We don’t know how many people are regularly watching though. So it is up to the whole industry to capitalise on this and help close the content gap with quality 3D content that exploits the medium to its full creative potential.

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

I know that it’s going to take longer for 3D TV to take off in the home than we initially expected. We need larger uptake of passive 3D TVs and eventually glasses-free 3D to make 3D TV at home a success, along with great content of course.

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

Andy Millns: I was concerned when I went to see Tron 3D. It was such a huge missed opportunity to set a benchmark as on paper it seemed such a natural fit for a visually spectacular 3D movie. Unfortunately it was so undercooked and poorly shot for 3D; it wasn’t worth putting the glasses on for.

3D Focus: What projects will Inition be involved with this year? If you don’t know – what are your hopes?

Andy Millns: We’ve shot a couple of 3D TV documentary projects in 2011 and hope to shoot many more this year. We can now shoot hand-held 3D on Red Epic cameras for considerable durations. This means we no longer have to compromise quality of image for manoeuvrability.

2011 has seen growth in 3D programming across all genres and obviously 2012 will be significantly boosted in the sports field with the arrival of the Olympics.

During 2011 we saw a few brave brands beginning to experiment with 3D commercial content, notably those consumer and electronics brands that incorporated 3D into their product. In this space we worked on projects for Epson, LG , Panasonic  and Sony. Other early adopters have been tech savvy brands wanting to align themselves with the latest technological developments such as Ford, O2, Nissan and Mercedes.

We are seeing promising signs of brands outside the tech/automotive area using 3D such as the Unilever/TIGI work we have made. In 2012 we are expecting 3D commercials content to be an area of growth as more and more adventurous brands capitalise on this expanding opportunity to engage with audiences by creating 3D branded content initiatives. This is why we launched Pointy Stick with Michael Lindsay earlier this year, a creative-first production company lead by film directors, creative technologists and visual artists with unrivalled 3D experience.

We hope to see Olympic partners and sponsors taking the opportunity to create some great 3D branded content.

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

Andy Millns: The release of various pieces of tools, such as the Red Epic and Avid 3D tools mark a turning point in the ease, quality and efficiency of making 3D content.

3D Focus: What expectations do you have for the 3D entertainment industry for 2012 and do you think 2012 is a particularly important year for shaping the direction the 3D industry takes? Is there anything you will be especially looking out for in 2012?

Andy Millns: 2012 is a really important year for 3D. To capitalise on the significant growth and penetration of 3D screens, broadcasters will need to work hard to grow the body of 3D content across a broad range of programming genres.

Quality continues to be a fundamental issue for the nascent 3D market and low budget 2D – 3D conversions or poorly executed 3D films continue to be a threat to its success.

We hope to see more bold 3D films, rather than ultra conservative approaches like that of Tron, which was only just 3D enough to allow them to promote it as such!

We need upcoming film-makers to make the medium their own and exploit the many un-tapped opportunities that 3D film-making presents. The best 3D content, defining a benchmark for the medium, certainly hasn’t been made yet so this presents a huge opportunity for someone…

About Inition
Inition  is a pioneering creative 3D technology and production company. Underpinned by an in-depth understanding of 3D, garnered from over ten years experience, Inition provides interactive 3D production, 3D technology sales and creative services including 3D filming, and 3D printing and scanning. Inition’s ground-breaking creative productions are known for exploiting a wide range of 3D technologies including stereoscopic 3D, augmented reality, gestural interfaces, haptics and motion capture. Recent clients include the Top Gear Live, Audi, Ford, LG, Debeers and Shell.

For more information about Inition visit www.inition.co.uk 

 

TOMORROW ON WHAT NEXT FOR 3D? – TORSTEN HOFFMAN FROM GLOBAL MEDIA CONSULT

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