3ality Technica Brings 3D Revolution To Live Music Events And Feature Films
In recent years, musical artists have found a new way to benefit from their concerts in addition to reaching fans all over the world and providing them with a new concert experience thanks to 3D technology.
I’ll admit that I am not a big fan of 3D mostly because I have never seen anything in 3D that increased my enjoyment of the film. That said concerts might be something different. While I’m not a concert fan either, I can however see how 3D might create a new connection for fans with the artist, and for those unable to attend the concert of their favorite artist this is the second best thing.
Last week, Film Equals was invited to a 3D demonstration and panel at the Burbank studios of 3ality Technica, one of the most sophisticated 3D company in the world. We got to see a small sample of their work including U2 3D which was the first digital 3D, multi-camera, real-time production of a concert. It was the first time that I saw a concert in 3D and I can see the appeal especially for fans of concerts. It’s not really a typical movie going experience, but it’s more of an event.
In fact, I think I might even go to my very first concert movie experience this week and see Katy Perry: Part of Me (out in theaters today, July 5th), which 3ality Technica also did the 3D for. If only the theaters glasses were as comfortable as the glasses they gave us at the event…
But let’s talk about 3D, one of the things I enjoyed the most about the panel is that I learned a lot about 3D and I think I might appreciate it a little more even though I’m still not a convert.
Part of the panel included Steve Schklair, CEO of 3ality Technica, John Rubey, President of AEG Live, Ted Kenney, 3ality Technica’s Director of Production, and 3D editor George Bellias.
The panel echoed what I mentioned above in terms of bringing concerts to life. Steve Schklair explained that 3D is about immersion and being able to capture the connection that concerts provide. John Rubey followed up with the concept of shared experience. Ted Kenney also brought up an interesting point when stating that nowadays concerts have become more theatrical and lend themselves to 3D. George Bellias also expressed the ability as an editor to do more with one 3D camera than he could with ten 2D cameras, because he is able to put the audience in the show.
The panel also talked about the ugly face of 3D, in that it’s become more of a gimmick and a lot of time, filmmakers have no knowledge on how to use it. As Steve Schklair very wisely said “3D is not an all be all […] it’s a tool that we use.” And as you know a tool can be misused, hence a lot of bad 3D hitting the screens, the kind that gives you headaches and/or looks fake. Bellias even compared it to the internet boom, which I think is the perfect analogy.
And that’s something I had never thought of, using 3D is like learning a whole new way of making films, the production process is different, shots should be set up differently and the editing is also different. Schklair brought up Baz Lurhman’s upcoming film The Great Gatsby as an example of one of the first film to be shot with 3D in mind, which is also one of 3ality Technica’s projects. And I’ll admit, I am now curious to see it in 3D.
What about 3D on the internet? Well, it’s just a matter of time to get our devices ready and soon we’ll be watching 3D everywhere. The panel even half-joked that once Apple released their iPad 3D, everyone would start believing 3D was here to stay.
And there you go. But before I finish, I wanted to share Katy Perry’s lates music video for “Wide Awake,” which is being transformed in 3D. We got to see a sneak peek of the 3D version and it looked pretty great. The music video itself is already beautiful and the 3D made everything come to life and incredibly crisp. I can honestly say that the 3D I saw at 3ality Technica was the best one I have seen so far.
Finally, I’ll leave you with my favorite quote of the night by George Bellias:
“The best 3D is when you forget it’s 3D.”
You can find out more about 3ality Technica on their official website and you can currently see some of their 3D work displayed in The Amazing Spide-Man and Katy Perry: Part of Me now in theaters.