Filed under: Feature, TECHNOLOGY | Tags: 3D, Concurrent Versions System, DreamWorks, inTru3D, Jeffrey Katzenberg, Lionsgate, Monsters vs. Aliens, My Bloody Valentine, NBC, PepsiCo, Real3D, RealD, South Beach Beverage Company, Super Bowl
3D FILM AND TV: THE HOTNESS OR THE WACKNESS?
Last night, I headed out to Union Square in NYC to catch My Bloody Valentine, the horror re-make of a 1981 Canadian film of the same name. This film is the first R-rated film to be projected in Real 3D technology. 3D film used to require 2 projectors to create the visual. Real 3D only uses 1 projector. My Bloody Valentine 3D was released on 1,033 screens nation-wide, the highest number of screens in distribution of a Real 3D film. It was released both in 3D and its standard format although viewers have chosen so far 6:1 to see it in 3D. So, people seem to dig this 3D stuff.
But the question still remains, is it really the hotness? The film and television studios sure think so.
This Sunday, during the Super Bowl, viewers who remembered to pick up their nifty glasses at one of these retail locations will be able to watch 2 ads in 3D. The first is a trailer for the animated DreamWorks film Monsters vs. Aliens debuting in March in theatres. The second is an ad for PepsiCo‘s SoBe LifeWater energy drinks. Both will feature inTru3D’s technology which features a high-powered chip from Intel. The difference between Real 3D and inTru3D? DreamWorks CEO Jeffrey Katzenberg would say that this technology provides more vibrant colors than others. Katzenberg is so dedicated to this new technology that he has proclaimed (yes like God) that all feature films from DreamWorks will be authored in 3D this year. You tell it Katz…
And here I thought I was being slick by keeping my RealD glasses from last night to use for Sunday. Yahhhh…turns out they won’t work. Awesome. I can’t wait to walk into my local 1st Avenue CVS and calmly ask for some 3D glasses. Keep in mind that on former occasions at this same pharmacy, employees weren’t sure where the cotton balls were. Great.
And finally, keep those inTru3D glasses you painstakingly located at CVS after a heated discussion surrounding their existence, for the season premiere of Chuck coming to NBC Monday night at 8. Check out the preview below.
Now, I’m not gonna lie, I’m pretty excited to see what 3D looks like at home on my own television. But the jury’s still out for me on whether this will be cool for a minute in theatrical time or go the distance. From what I saw last night from My Bloody Valentine, it’s intriguing but not enough for me to pay extra for. Yup, that’s right. I didn’t really answer the question. That’s just how I roll.
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