Phil Lelyveldphiliplelyveld.com/.../2010/11/110601b-pdf-Univ-Pacific-3D-deck.pdf · Native 3D - Two...

Phil Lelyveld Program Manager, Consumer 3D Experience Lab, USC Entertainment Technology Center Entertainment Technology Strategy and Research Consultant

www.etcenter.org www.PhilipLelyveld.com !"

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Agenda

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1.  3D Content Creation

2.  3D in Movie Theatres

3.  3D TVs

4.  3D on Smaller Devices

5.  What’s Coming

6.  Research Areas of Interest

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Agenda

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3.  3D TVs




Planning

• How will 3D affect storytelling? • The 3D “Look” • Production Design • Depth Scripting

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Shooting 3D - Lessons learned

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Content Creation

1. Computer Generated Images (CGI)

2. 2D-to-3D conversion

3. Live Action (2 image)

!  Prerecorded

!  Real time

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Computer Generated Images (CGI)

"   Everything is controlled

"   No alignment issues

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Games (the other CGI 3D)

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Games (the other CGI 3D)

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"  Call of Duty: Black Ops- $650M in 5 days ($1B in 9 mo.) "  50 3D games coming to PS3 "  Nintendo 3DS may drive consumer adoption of 3D

"  Average gamer is 34 years old "  Average gamer has been playing for 12 years "  40% are now women (prefer social games) Source: Craig Allen, CEO, Spark Unlimited, 12/10 conversation

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Native 3D

-  Two Cameras

Non-Real-Time 2D to 3D Conversion

- Painters - Human hands

Real-Time 2D to 3D Conversion

- Automatic - Chip

!#"Conflicting depth cues

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Native 3D

-  Two Cameras

Non-Real-Time 2D to 3D Conversion

- Painters - Human hands

Real-Time 2D to 3D Conversion

- Automatic - Chip

!-"

Conversion is continuous 3D.

You can control everything. - Phil McNally

Conflicting depth cues

Real Time 2D-3D Conversion

3D Eye Solutions 3D Mention Media ArcSoft CyberLink DDD e-MDT Enhanced Chip Technologies

Inc HD Logic Himax Technologies Marvell Mercury Systems Panasonic (JVC) Quartics Sensio Sonic Solutions Stergen (Vizrt) Toshiba Trident Microsystems Wistron

Non-Real Time 2D-3D Conversion

DDD In-Three / Digital Domain Legend Films Passmore Labs Prime Focus Sassoon Film Design Stereo Pictures Technicolor

!:"Source: Chris Yewdall, DDD (1/11) ./0102"3&145&16"7"./01028./01023&145&16%(+9"

!;"

Side by side Limited min. interaxial

Beam splitter

Live Action

"   Two cameras or camera pairs

"   Alignment issues

Single body Limited interaxial range Single or dual sensor

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Sports and live action

driving the learning curve

Camera development

Cutting among cameras

Stats, flying logos, and closed caption !I"

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Shooting 3D - Lessons learned

Close-up becomes

Big-up Sight lines

Depth of Field circle of isolation

makes telephoto ok

./0102"3&145&16"7"./01028./01023&145&16%(+9"

The Emerging Language of 3D

End Game:

To transition 3D

from a special effect

to a key resource in the storyteller’s tool kit

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Agenda

#M"



3.  3D TVs




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Leading 3D cinema systems

##"Source: The Hollywood Reporter 5/11/11

Screen Count as of March, 2011 U.S. World Total

Digital Screens 16,231 39,742 3D-capable 8,963 26,022

China averages 3 new screens/day!

./0102"3&145&16"7"./01028./01023&145&16%(+9"

#-"

Theatrical 3D

2011

34

#:"

% of population by age who went to a movie in 2010 2D (blue) and 3D (red)

2-11 12-17

18-24 24-39

40-49 50-59

60+

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#;"

Upcoming 2011 3D Releases Not counting

Bollywood International Independent

Source: www.BoxOfficeMojo.com

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Upcoming 2011 3D Releases Not counting

Bollywood International Independent

Source: www.BoxOfficeMojo.com

Werner Herzog: Cave of Forgotten Dreams (3D documentary) Bernardo Bertolucci is working on Io e Te (Me and You) (3D Drama) ./0102"3&145&16"7"./01028./01023&145&16%(+9"

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Are audiences tiring of 3d?

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Avatar

Pirates 4

Justin Bieber Jackass 3D

Gulliver’s Travels

Opening Weekend

Stats

Are audiences tiring of 3d?

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Agenda

#L"



3.  3D TVs




./0102"3&145&16"7"./01028./01023&145&16%(+9"

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Millions o

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3.2M to 6.2M 3D TVs sold in 2010

50M to 88M 3D TVs sold in 2015

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Millions o

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TV Makers get bad reception for 3D Source: Wall Street Journal December 19, 2010

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-#"

Polarized 3D TVs coming to consumer market - Re-energize the market? -

LG Vizio Samsung others

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More Optimistic

5/6/11

./0102"3&145&16"7"./01028./01023&145&16%(+9" -:"*Source: TCO Development 3DTV Study, 4/28/11

Active vs Passive*

Much more technical and

consumer research needed

Not a format war

- consumer choice -

./0102"3&145&16"7"./01028./01023&145&16%(+9" -;"

3D Glasses landscape Active models Passive models

NGX $55

Samsung $50 LG $69

Sony $110

Samsung $150

XPAND $130

Panasonic $80

Viewsonic $90 nVidia $95

RealD $3

Ingri:Dahl $29.50

MicroVision $32.50

Sfirex $110 prescription

LG $11 Clip-on

No tint or performance

standards

./0102"3&145&16"7"./01028./01023&145&16%(+9" -I"

Large Autostereoscopic Displays A work in progress

Dimenco 52” screen - “new approach” - targeting business customers - consumer price in a few years - $8,000

Source: TG Daily, 5/24/11

./0102"3&145&16"7"./01028./01023&145&16%(+9" -J"(Source: SMPTE 4/28/11 podcast, available at http://www.smpte.org/education/SMPTE_PDA_On-demand/)

Autostereoscopic Displays State of the Art and the Way Forward By Gregg Favalora of Optics for Hire

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"There are no best products, only best perceptions". Prof Jankel

Dean of Bath Business School (UK)

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Source: Multichannel News, 3/24/11

Study date: 3/1-31/11 Sample size: 3,056 Profile: US 3D TV owners

88% liked the 3D image quality 91% liked the HD image quality

85% would like half to all content to be in 3D

Preferred content types 78% movies 77% animation 75% nature 67% football

28% own Playstation 3 76% of them play 3D games

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Movies Sports/ Live Events

Games :!"./0102"3&145&16"7"./01028./01023&145&16%(+9"

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3D Blu-ray ./0102"3&145&16"7"./01028./01023&145&16%(+9"

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Impact of display size on 3D authoring Looking at the horizon = eye spacing

interocular distance 2.5”

40’ theater screen “2K” projector = 1920 pixels across (1920 pixels / 480”) X 2.5” = 10 pixels

60” 3D TV

(1920 pixels / 60”) X 2.5” = 80 pixels ./0102"3&145&16"7"./018P&&1$+*6%(+9"

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Technicolor Certification

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THX 3D certification ecosystem

THX partners with BluFocus, an official Blu-ray Disc Assoc test center

THX Certified Displays program

THX’s Rick Dean will discuss

Agenda

:I"



3.  3D TVs




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$249 MSRP

Augmented Reality Games

Playing

+ sharing

with others!

Glasses-free 3D!

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$249 MSRP

But wait! There’s more!!!!!

Augmented Reality Games

Playing

+ sharing

with others!

Glasses-free 3D!

3DS Autostereo screen

Kids, teens, early twenties

Adults

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(Source, ABI Research, 4/20/11)

Three key applications: - creation and sharing of user-generated

3D content - playback of 3D content - 3D gaming

./0102"3&145&16"7"./01028./01023&145&16%(+9" ;M"

Sharp Aquos SH-12C Dual 8 Megapixel

cameras

Autostereo 3D Phones

LG Optimus 3D Dual 5 Megapixel

cameras

HTC EVO 3D Dual 5 Megapixel

cameras

./0102"3&145&16"7"./01028./01023&145&16%(+9" ;!"

Sony Bloggie 3D 1080P video (4 hrs) 5 Megapixel (x2) pictures Autostereo display $249 msrp

GoPro 3D Hero System Two 1080P cameras

plus mount $620 and up msrp

Consumer 3D Cameras

FujiFilm FinePix 3D 3D video (multi formats) 10 Megapixel pictures Autostereo display $395 and up msrp

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Toshiba laptop runs 3D in one window, 2D in another! - uses face tracking and ‘active lenses’ (4/20/11, Toshiba dynabook Qosmio T851/D8CR notebook, due July, 2011)

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Super Street Fighter IV: 3D Edition

The Legend of Zelda: Ocarina of Time 3D

Resident Evil: The Mercenaries 3D

Nintendogs + cats 3D

~$40 each

Nintendo 3DS Games

Agenda

;;"



3.  3D TVs




./0102"3&145&16"7"./01028./01023&145&16%(+9"

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3D In Theatres Tech Waiting in the Wings

./0102"3&145&16"7"./018P&&1$+*6%(+9"

./0102"3&145&16"7"./01028./01023&145&16%(+9" ;J"

Dome theatres

US 382 domes* Int’l 445 domes*

* # permanent dome structures - Source: www.lochnessproductions.com

Vortex Immersion Media and others experimenting with 3D dome experiences

./0102"3&145&16"7"./01028./01023&145&16%(+9" ;K"

LG Thrill 3D 4G phone

3D autostereo Augmented Reality

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Tribeca Flashpoint Media Arts Academy 10th Annual Tribeca Film Festival

“LG's sponsorship has proven to be invaluable for these budding young film-makers to experiment and hone their 3D skills.”

./0102"3&145&16"7"./01028./01023&145&16%(+9" I!"

"Your Life in Sony 3D"

Consumer competition – submit ideas •  Sports & Recreation •  Arts & Entertainment •  Cause & Community •  Life Milestones & Events

Grand prize: a 3D video of the winning idea - shot on Sony professional equipment and - aired nationally on 3net, the 24/7 3D network

Agenda

I#"



3.  3D TVs




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Art of 3D Storytelling • Eye tracking studies: what influences where you look

• Impact of 3D vs 2D vs Ultra High Def vs … • Interaction between 3D video and 3D audio • Role of 3D within broader entertainment experience

NeuroFocus / Nielsen

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Technology of 3D • Capture technology • Projection technology • Autostereoscopy • Virtual production integrated with live action • Metadata management • Consumer tools

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3D Marketplace • Advertising and digital signage • Usage attributes in different situations • Changes in features and genre demand over time

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Vision Science • Basic stereoscopic norms for the general population

•  What metrics matter •  Impact of 3D viewing on children

• Psycho-physiological effects of 3D •  Impact of 2D-3D conversion or blending •  Impact of frame rate, shutter behavior, other motion factors •  Pixel resolution, color depth, other static factors

• Changes in the 3D experience over time

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3D in Education, Training, and other markets • Best practices for integrating 3D into the process •  Impact on learning and retention

•  2D / 3D double blind tests

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Thank You

JM"

Phil Lelyveldphiliplelyveld.com/.../2010/11/110601b-pdf-Univ-Pacific-3D-deck.pdf · Native 3D - Two...

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