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ThE MaStEr

3D rounds out the world for advertisers


Friday, 08 October 2010


With more than 5,000 3D cinema screens in the US, an estimated two million or more 3D HDTVs expected to be sold this year, and 12 3D HDTV television channels debuting in 2010, the 3D consumer market is well on the way to reaching critical mass, and with it, dramatic new opportunities for advertisers are opening up, according to Eisuke Tsuyuzaki, Chief Technology Officer at Panasonic -- a worldwide leader in the development of Full HD 3D technology.

Speaking last week at the seventh annual Advertising Week in New York, the company's technology head cited research from major universities and corporations throughout the world that indicate consumers retain information they glean from 3D cinema and television advertising at a much higher rate than from standard two-dimensional counterparts.

"Coupled with the reduced cost and new ease of 3D production thanks to Panasonic's professional 3D camcorder and editing equipment and the availability of class-leading 3D stock footage, companies that create commercials in 3D will experience a dramatic surge in product awareness, interest and buy-in," said Mr. Tsuyuzaki.

Mr. Tsuyuzaki cited as an example one such study that puts retention of a 3D commercial spot at up to eight times that of a standard commercial message. For print media, he noted that studies show that consumers spend up to 2.5 times as long perusing an ad in 3D versus a 2D version.

All of these key 3D topics and others affecting advertising production and placement will be discussed at famed media analyst Paul Kagan's conference on 3D Media Markets, to be held Oct. 27th at New York's Waldorf Astoria Hotel. The conference, sponsored by Panasonic to help broaden understanding of the fast-growing 3D medium, features such industry luminaries as Avatar producer Jon Landau and DreamWorks co-founder Jeffrey Katzenberg. For more information on the conference, visit www.pkworldmedia.com.

To reduce the cost of entry for 3D TV commercial production, Panasonic has created an entire eco-system of 3D products, including the world's first handheld professional 3D camcorder that records to SD Memory Cards, priced thousands of dollars less than previous 3D recording setups, which traditionally have required bulky rigs, multiple cameras, and precise mirror arrays.

To help commercial producers get up and running quickly, Mr. Tsuyuzaki pointed to the existence of companies like Hollywood's BlackLight Films as a key source of quality 3D content ranging from original production to motion picture licensing.

"As the developer of one of the world's leading contemporary stock libraries and producer of feature films for such companies as Disney and National Geographic, we understand the need for agencies to have a wide range of high-production-value content available at their fingertips," said Louie Schwartzberg, founder of BlackLight Films. "With 500 hours of material shot in thousands of locations, we're ready to supply the industry with the highest-quality 3D footage, either custom or licensed, and are very pleased to be working with a recognized leader in 3D technology like Panasonic to make sure the scope of high-quality 3D content continues to grow."

"Consumers have whetted their appetite for 3D in thousands of cinemas around the country," said Mr. Tsuyuzaki. "And now that great 3D experience is available to them in the home, through an extensive selection of award-winning VIERA Full HD 3D Plasma TVs from Panasonic as well as models from other manufacturers."

"The 3D revolution has ingrained itself in the desires of today's consumer," Mr. Tsuyuzaki continued. "Now is the time for the advertising community to take advantage of a technology that is cost-effective and stunning, one that will add extraordinary additional value to your clients' products."


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3D rounds out the world for advertisers





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