If there was any subtle underlying message to the opening of NAB 2011 it was that 3D is NOT dead. James Cameron and Vince Pace announced to a standing room only audience of their new venture together called Cameron Pace Group (CPG). CPG is a company that’s design to be a supporting element and to help with the merging of the industry standards in broadcast and film while implementing 3D technology. Cameron, who has been the creative force behind the two highest grossing motion pictures of all time, and Vince Pace, a world-renowned visual effects visionary and 3D innovator, clearly captivated the audience and had everyone on the edge of their seats as they showed off different sizzle reels and 3D footage from the recent Master’s Golf tournament where Pace was the supervising 3D production lead.
Cameron and Pace discussed how that as display formats and device manufacturers develop more efficient and affordable technology the demand of 3D content will increase. Pace said,”We’re beyond 3D dimension. We should be focused on 3D entertainment. 3D adds value to the 2D world.”
The content verses technology and affordability however create a chicken and the egg scenario. The one however is where one is dependent on the others evolution before the other one can engage in it’s own progress and success. Cameron mentioned, “The next big threshold for 3D content will be the distribution of 3D passive glasses and screens into the home.” Even the broadcast and film industry are aware that the life expectancy and consumer embrace of active frame 3D technology is expensive and short lived. In order for 3D to be embraced by all as a viable media platform passive technology must be adapted, created and distributed in the consumer world.
Cameron went on to discuss the need for embrace of 3D technology in the broadcast world and admonished the crowd that broadcast is “THE platform” that will take 3D to the next level and make it a prominent household media platform. Cameron mentioned that, “in order for 3D to work right, the worlds of 2D and 3D MUST COMBINE on the production front.” He mentioned how it’s no longer acceptable for there to be two separate production units for 2D (HD) and 3D. Pace further backed this up with mentioning that the value in camera angles and points of interest including layouts of cameras and angles at sporting and live events are the same, it’s simply the configuration that changes with 3D.
Cameron and Pace finished the session with encouragement for those out in the audience that could to embrace and develop 3D content because they will be the leaders and the ones out on the front edge as this visual technology progresses. Cameron went on to describe how CPG is designed to support these new content developers and existing broadcast production companies. He said, “Our goal is to not have a few rigs out there for just the movie industry but to have thousands for the broadcast world as well.”
Even on the trade show floor you could find new 3D technology in transmission, content posting and editing, as well as newer and more manageable camera rigs. Companies including Harris and Ross were showing off their switching and graphics rendering engines for live 3D content production while others including CoolLux was showing off it’s ability for interaction with 3D content using it’s Pandora’s box media servers and external sensory devices.
Throughout the day in the content theater attendees were shown a variety of films and documentaries while authors, directors, and content producers discussed their techniques and lessons learned through their 3D production processes.
James Cameron mentioned in the opening keynote that, “There is no absolute standard to doing 3D and that everyone trying it is contributing to the process in one way or another. What is limiting the industry are those voices that are out there saying they have the exclusive intellectual property or they are the ONLY ones that know how to develop a particular part of the 3D content or production.” Having intellectual property and a specific way by which you get things done is one thing, but trying to convince others that you are the ONLY one in the world that could ever accomplish 3D is another. Out of the presentation it was felt that the latter is what concerns. Even with his and Vince Pace’s experience and their knowledge of the technology they realize there’s so much more to explore and learn.
To read part 2 of the highlights and see pictures of some new gear that will be hitting the market after the show click here for NAB 2011 Highlights Part 2.
