| Date | |
|---|---|
| Author | DCM |
| Categories | cinema |
3D allows brands to add another layer of creativity and excitement to their ads.
Box office hits from this year include, Iron Man 3 (the highest grossing 3D film of the year to date), Star Trek Into Darkness 3D and The Great Gatsby 3D.
The line-up of 3D releases to come over the next year is predicted to be just as successful, with more Marvel action from Thor: The Dark World 3D and Captain America: The Winter Soldier 3D. The Hobbit: The Desolation of Smaug in December will also ramp up the 3D action in cinema this year.
The Great Gatsby, along with Ang Lee's Life of Pi, has redefined the role of 3D. Speaking at the BFI's 3D Creative Summit earlier this year, Lee lamented that 3D was currently the preserve of action and animation films, arguing that the format offers filmmakers myriad opportunities to explore emotions and human stories.
Lee said: "I want to learn and become one of the trailblazers in discovering the language of 3D filmmaking." He said he remains "attached" to 2D filmmaking but is "excited" by the "new language of cinema" that 3D provides a filmmaker with.
Developing a new language through emerging technologies is equally powerful for advertisers. The impact of 3D is worth the investment in cinema specific creative and we need to address the misconception that it is hugely expensive and time-consuming.
DCM offers a full service to convert your 2D ad to 3D. We offer competitive rates and custom tailored depth treatments. Our process is fully operated, which means no automated 3D post production software is used and we work on a frame by frame basis, giving you the best quality conversion possible.
DCM works with the same industry leading facilities and 3D artists who provide visual effects and stereo conversion to major studios and filmmakers around the world.
Advances in technology and improved distribution have seen production prices come down, making the medium increasingly accessible to advertisers seeking brand association with engaging long form content.
According to James Stewart from Geneva Films, "It's not that much more expensive. It doesn't take that much longer to produce it and the impact is huge for a relatively small investment, whether you are shooting live action at 10-20% more, converting or creating something experiential.
"The studies show that the impact is 20% higher, in your attention and the desire to buy the product and the ad recall. You get an incredible bump in all those categories just for being in 3D with the same content, whether it's converted or live action."
For brands that are interested in visual storytelling, 3D is another way to engage and create impact in the hugely immersive cinema environment.
Joe Evea, Commercial Director, DCM said: "In this age where everything is getting increasingly edited in the way we consume ads and content, there's something really compelling about having an audience that will lean forward in a dark, sound-filled theatre, put on a pair of glasses and watch your ad with no other distractions. There just isn't that opportunity anywhere else."
For further details of the 3D conversion services DCM offer, please contact Lucy.Stern@dcm.co.uk