Tag Archives: Technicolor 3D Solution

Designer Brands Give 3D Glasses A Makeover

Oakley 3D Tron Edition.jpg

Oakley's Limited Edition Tron 3D Gascan Glasses

Sometime last month I tagged a couple of blog posts about designer 3D glasses intending to write about them in the near future. After a Los Angeles Times story covered the subject yesterday, I figured it was about time to aggregate all the information into a post here.

More than a year after RealD announced that they would be teaming up with manufacturers to certify 3D glasses from name brand designers, the first models began hitting the market in October. Making waves first was Oakley, which announced they had created a pair of 3D specs with a proprietary technology named HDO-3D. The company claims their “premium glasses are engineered for unrivaled 3D performance, superior visual clarity and signature Oakley comfort”.

In a smart marketing move, Oakley is teaming up with Disney on the studio upcoming “Tron: Legacy” release by offering a special collectible limited edition “Tron” version of their Gascan 3D glasses which look as if they were take straight out of the sci-fi flick. A regular pair of Oakley 3D glasses will set you back USD $120, while the “Tron: Legacy” model goes for USD $150.

Gucci also began selling a pair of upscale 3D glasses last month for $225 and Marchon Eyewear has licensed their glasses to both Calvin Klein and Nautica who will sell pairs for between USD $95 and USD $150. Meanwhile, Australian based Look3D has been offering stylish RealD certified glasses since late last year.

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Technicolor’s Film-Based 3D Format Expands

Technicolor 3D.pngOne question I am asked repeatedly by exhibitors is about the success of Technicolor’s 35mm film-based 3D solution. Rather than being asked by those in an exploratory phase, it oftem seems as if the question is being posed so that I can confirm someone’s doubts or decision not to install the technology. Usually I simply point people to an August press release Technicolor issued announcing they had deployed the system on more than 250 screens.

Two weeks ago during ShowEast, Technicolor shed a little more light on the subject with two additional press releases. The first detailed an agreement the company had reached with the Milwaukee, Wisconsin based Marcus Theatres to install their film-based 3D system on at least 15 screens. It also contained the following paragraph which, depending how you read it, may help answer the question about the format’s success:

Technicolor 3D is currently installed on more than 300 screens in North America, and has recently launched internationally in the United Kingdom, Germany, Italy, Spain, and Japan. The format was initially launched in theatres in March 2010. To date, nine films have been released in the format, including features from DreamWorks Animation, Lionsgate, Paramount Pictures, Universal Pictures, Warner Bros., and The Weinstein Company. Upcoming titles planned for release in the Technicolor 3D format include “Jackass 3D”, “Saw 3D”, “Megamind”, and “Yogi Bear”.

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Technicolor Goes 3D With Film Based System

TechnicolorWith the demand for digital 3D films at an all time high, Technicolor has decided to jump into the fray with what they are calling an affordable, alternative solution that has stirred up intense debate. The leading motion picture service company is introducing the Technicolor 3D Solution, which will allow exhibitors to use their existing 35mm film projectors to project 3D releases without upgrading to more costly digital cinema equipment. And there’s the rub; rather than using digital content Technicolor’s solution is film based.

Even though the technology relies on celluloid, rather than bits and bytes, Ahmad Ouri, Technicolor’s Head of Strategy, Technology & Marketing, on Wednesday assured roughly 400 members of the industry that the technology was not old or steeped in the past. Sitting on a panel titled 3D’s Impact On Digital Deployment at the 3D Entertainment Summit in Los Angeles, Ouri explained, “It’s actually new technology that we’re introducing that’s perhaps based on an older concept. A lot of people have experienced 3D on film historically. We’re introducing a system that is basically an over/under film based solution that’s two-perf based on a format that Technicolor brought to market decades ago called Techniscope.”

Techniscope was first introduced in 1963 and used by the likes of spaghetti-western filmmaker Sergio Leone in an effort to find more economical ways to shoot. By halving the size of each film frame less film stock could be used, though the image quality was less than that of the four-perf (or four sprocket hole) format. Technicolor 3D Solution uses a special split lens that can be mounted to a conventional 35mm projector which then assembles the left eye and right eye images as the film runs through the projector. Read More »