Showbook united.digital.production (EN)

S H O W B O O K3 D O O H 2 0 1 3b y U N I T E D E N T E R T A I N

t h e n e x t g e n e r a t i o no f g l a s s e s - f r e e 3 D

W H O W H A T

UNITED ENTERTAIN is a media & system house for intelligent autostereoscopic 3D technology, situated in Hamburg.

For more than 6 years the technology and media company has been testing and developing glasses free

3D systems for high quality digital 3D Entertainment.

UNITED ENTERTAIN and their brands stand for „Made in Germany“ including development and manufacturing of

3D systems in Germany.

The 3D-OOH-Systems (3D out of Home) consists of high quality polished acrylic glass housings and, subject to model,

are supplied with single or doublesidedglasses free 3D displays.

UNITED DIGITAL PRODUCTION GmbH & Co. KG,a sister company of UNITED ENTERTAIN, is specialized in

glasses free content creation for advertising and infotainment and remastering of

stereo footage for glasses free 3D usage.

newest 3D technology

next generation glasses free 3D

3D Advertising

3D Infotainment

short distance

24/7-operations

high-brightness

single- / double-sided screens

audio / non-Audio

content creation services

content management services (via 3D CMS)

remote maintenance


© 2 0 1 3 U N I T E D D I G I T A L P R O D U C T I O N G m b H & C o . K G

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H O We.

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DISPLAY - The new and patented technology features outstanding performance in brightness, colour fidelity and clear 3D-display for close range viewing. Common problems with auto-stereo displayslike crosstalk and moiree have been eliminated..

SOUND - Bose’s best two-piece speaker system reproduces full, natural sound whether you're inches from the screen or meters away. Proprietary technology and an advanced port design make your content come alive with striking clarity and impressive low notes at any volume. An integrated control pod features rotational volume control and single-touch mute.

SYSTEM - A high-performance play out system assures high class and extremely reliable delivery of the 3D content. Actively managed and monitored by UNITED ENTERTAIN, the system integrity is maintained 24/7. Running a unique 3D “Content Management Software” from GRASSFISH MARKETING TECHNOLOGIES GMBH, content playlists can easily be transmit-ted, updated and monitored from our central broadcast center.

WIFI -Directly via UMTS, and in the future via LTE (4G-Technology), the system will be managed, and served remotely without complex and localised network wiring.

USB - An external USB hub allows for maintenance work on site.



a.

D E T A I L

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3D Displays that don't require the use of stereoscopic glasses or other user-mounted equipment are known as autostereoscopic displays.

As special optical element is mounted on top of the screen. It spreads out the subpixels of an image into different directions, corresponding with their wavelength. A simpler way of putting it is that the differently coloured image elements can be seen from different spatial positions in front of the screen.

Images that use this 3D technology each contain multiple perspective views of the scene, and parts of these views are provided to the viewers by inter-lacing the views into a special subpixel organization scheme that fits to the optical element structure. This creates a plurality of correct stereo pairs in front of the screen. As a result of this technique multiple viewers can stand in front of the screen at a variety of angles, and each will see a true 3D image, without the need for additional viewing devices such as anaglyph or stereo-scopic glasses.

Due to the use of the multiple perspective views, there are multiple 'sweet-spots' or viewing zones for viewing the 3D image. When a viewer is in between one of these sweetspots, which isn't common, he sees a sort of 3D transition from one zone to another but no double images as known from other systems of this kind.



3DOOH suitability test - The most important question in the selection of existing content as well as the conceptual design of new content for 3D usage in Digital-Out-Of-Home is the 3DOOH suitability.

Digital-Out-Of-Home networks are not equipped in most cases with audio systems and require per se special contents due to the viewing habits in public spaces.Advertising on 3DOOH systems differs fundamentally from that of TV advertising. For example action-based contents and commercials that rely on sound are in most cases unsuitable.Furthermore, it is advisable to focus on product or brand and the slogan due to shorter contact times (compared to the TV). Short: in many areas DOOH advertising resembles poster advertising or pack shot in TV! With the difference that extra attention is generated by the glasses-free dimensionality and movement.

Another advantage arises when selecting content for 3DOOH Commercials based on poster advertisement or pack-shot: In general these are designed so that they have a spatially limited depth (model with background plus slogan), which optimally harmonizes with 3D displays. Live-action footage from TV advertising often brings with it extensive scenery, which are difficult to spatialize on 3D displays.

G m b H & C o . K G

3D Digital-Out-Of-Home – Ad CriteriaS H O W B O O K3 D O O H 2 0 1 3b y U N I T E D E N T E R T A I N

© 2 0 1 3 U N I T E D D I G I T A L P R O D U C T I O N

P R I N C I P L E

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The 3D Space - Glasses free 3D Displays generate a defined 3D Space but no unlimited depth. They can display so called out-screen or pop-out effects only to a certain extent. While the depth perceived inside the monitor is about twice as big as the out-screen depth, the overall 3D working space of glasses free 3D Displays is about as deep as their height.

SCREEN SURFACE / IN & OUT-SCREEN - In stereography the display surface is called “Stereo Window”, and if you think of a 3D-Display as a real window that allows you to view the outside world, it becomes clear why. Objects in a stereoscopic scene can be behind the window (inscreen,) on the window (screen surface,) or in front of the window (outscreen.)

3D FOCUS - Due to the use of multiple perspective views and their interlacing, glasses free 3D Displays have a natural depth of field, where the area within the depth of field appears sharp, while the areas in front of and beyond the depth of field appear blurry. The in- & out-screen plane in the left illustration represent the approximate borders of the depth of field, while the display surface is the exact focus of the shown content.

3D IN A BOX - Now that we know that the area of the depth of field is limited by the in- & outscreen borders, the 3D display space can be seen as a “Box”. All 3D scenery or content needs to fit inside this box. Scenery which is too deep for the box should be shoot from an camera angle which allows the content to fit inside the box again - by ex-ample through the use of an aerial perspective.

ONE NOTE ON OUTSCREEN EFFECTS - Objects that shall appear outscreen cannot touch the edge of the display frame. If this rule is violated, the observers brain won’t interpret the object as in front of the display because it is covered by its frame, thus it must be logically located behind it.

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© 2 0 1 2 U N I T E D D I G I T A L P R O D U C T I O N - 3 D d e p a r t m e n t o f U N I T E D E N T E R T A I N G m b H & C o . K G

S P A C E 3 D L A Y E R

FULL 3D - For maximum 3D immersion the usage of com-puter generated imagery (CGI) is essential. CGI is used to create virtual 3D objects and scenery which then can be used to render (compute) multiple camera perspectives from any given angle resulting in perfect 3D image quality.Existing CGI content can be reused if the source-data of that content is available. It is also possible to combine flat 2D material like photographic backgrounds with CGI.

Generally spoken, everything is possible with CGI content, from simple brand logo animation to highend fotorealistic animation with special effects like fluids & fire.

IN & OUTSCREEN - with this technique it is possible to generate the deepest 3D effects that the system can dis-play.



S P A C E 2 D L A Y E R

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SCREEN SURFACE - The layer containing the object of interest should be placed near the display surface in order to appear in focus. The same applies for small text, logos and other fine detailed structure. These layers can also be slightly rotated to achieve more depth.

a.

b. IN & OUTSCREEN - Only objects/layers of secondary interest and sufficient size should be placed at maximum in- or outscreen.

REUSE of 2D CONTENT - If existing 2D material is provided, it needs to be available as seperate layers, e.g. fore-, mid- and background. These 2D layers can then be placed at different depth layers in 3D space. The resulting effect is simlilar to the “3D” cardboard cutouts known from Cinema foyers - all objects remain 2D, but are presented floating in 3D space.Suitable 2D material for this 3D editing process would be Flash animations with clearly seperated layers and Posters available as psd with layers.



S P A C E 2 D L A Y E R+ Z - M A P E N H A N C E M E N T

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2D to 3D - Single elements of existing 2D material can be transformed into 3D via image warping and the use of handmade z-maps. Z-maps, also known as depth maps, contain the depth information of an image as grey values on a per pixel basis.

With a given 2D image and a manually created z-map , a 3dimensional representation of that image can be calculated. The resulting 3D element is only valid from the same point of view as the original 2D image. Since there is no pixel information of occluded areas of that 2D element, it is not possible to construct a full and intact 3D representation of it. Thus, the calculated 3D “object” can NOT be viewed from a new perspective nor be rotated.Due to the nature of the transformation process only 2D elements with a certain amount of detail can be transformed into 3D. The grasses in the left illustration by example could not be converted to 3D in a reasonable amount of time because of their fine detail. A tree would be another good example for too timeconsuming 2Dto3D conversion.

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CONVERSION OF 2D CONTENT Advertising-Posters and Flash Clips in 3D.

2D poster elements such as Packshot, logos and corporate design elements are positioned as flat 2D elements within the 3D space. Single 2D poster elements can be converted to 3D (see cardboard z-map enhancement page) and placed at varying depths in 3D space.Changes to Flash animations are not possible.

Text and logos, icons and corporate design elements can be recreated in full 3D and animated as new elements.Converted 3D elements receive a 3 dimensional effect, however they cannot be perspectively rotated. Newlycreated 3D objects can be freely positioned andanimated.

Posters that do not offer depth layering by meansof differing elements can only be used with limitations.Example: flat Logo/Symbol on a monotone background.

E X A M P L E 1-4 PricelistS H O W B O O K3 D O O H 2 0 1 3b y U N I T E D E N T E R T A I N


E X A M P L E 5 Pricelist

ANIMATED LOGO/TEXTAnimated 3D text / Logo / Brand in front of a given back-ground.

3D objects are created, true to the quality of the original text or logo and are then animated in front of a back-ground which can be client provided or designed from scratch.

Storyboard based animation.


© 2 0 1 2 U N I T E D D I G I T A L P R O D U C T I O N - 3 D d e p a r t m e n t o f U N I T E D E N T E R T A I N G m b H & C o . K G

E X A M P L E 5 Pricelist

ANIMATED PRODUCTAnimated product with packshot.

The product is created, true to the quality of the original 3D object and placed in a high quality scene andelaborately animated.

Elaborately designed & finished animation based onstoryboard.



S E R V I C E O V E R V I E W

3D Animation

• Conception / Layout

• Complex storyboard creation

• High-End 3D Animation

• Charakter Animation

• Particle Simulation

• Fluid Simulation

• Dynamic Simulation: Rigid Body ∙ Cloth & Hair

• Atmospheric Effects: Smoke ∙ Fire ∙ Fog ∙ Explosions

• Photorealistic Rendering

• 3D Compositing

3D PostProduction

• Stereo to Autostereo Conversion

• 2D to Autostereo Conversion



T E C F A C T S

CONTENT CREATIONGUIDE

For best spatial impressions AS3D content should

feature enough 3dimensional structure and texture

to provide cues for binocular vision.

Spatially complex Geometry provides better depth

perception than flat or simple objects like sphere-

like or flat objects.

Realistic and/or complex Shading enhances the 3D

effect while no shading (e.g old cartoons) or poor

shading leads to a 3D reduction. The same applies

to the use of plain-colored backgrounds. Visible

depth is created with backgrounds that provide at

least some texture information.

Scene objects should be arranged and placed in

different depth layers like fore- mid- and back-

ground. The more depth-layers the greater the spa-

tial perception (e.g. lots of particles).

Elements of interest need to be placed near the

display surface, so they appear in focus.

The same applies for flat camera-facing objects like

text, very small objects and tracery.

Slow movements give the viewer the time to per-

ceive 3D better than fast movements. Very short

scenes (1 sec. and below) will lead to no 3D per-

ception at all.

Objects that shall appear outscreen cannot touch

the edge of the display frame. If this rule is violated,

the observers brain won’t interpret the object as in

front of the display because it is covered by its

frame, thus it must be logically located behind it.

DATA SPECIFICATIONS

Resolution: 720p and up

Aspect Ratio: 16:9

Color Model: RGB

Frame rate: 24p, 25p, 50p, 30p, 60p

Video formats: uncompressed AVI, Quicktime,

image sequences

Vector graphics: Illustrator Document (*. ai), Encap

sulated Postscript (*. eps)

Raster graphics: max quality/uncompressed

*.psd, *. jpg, *. tif, *. tga, *. bmp

3D data: *. max - Autodesk 3dsMax file

*. fbx - Autodesk exchange format

*. 3ds - 3D Studio legacy model

*. obj - Wavefront object file

*. ma - Autodesk Maya ASCII File

*. mb - Autodesk Maya Binary File



CONTACT HEADOFFICE

UNITED ENTERTAIN GmbH & Co. KGLangenhorner Chaussee 15522415 HamburgAmtsgericht Hamburg HRA 112155

Tel: +49 40 / 23 51 45 - 0Fax: +49 40 / 23 51 45 - [email protected]

Persönlich haftende Gesellschafterin: 3DOOH GmbH (Amtsgericht Hamburg HRB 122058)Geschäftsführer: Frank Buddenhagen

Sitz der Gesellschaft und Gerichtsstand ist Hamburg/Germanycopyright © 2013 UNITED ENTERTAIN GmbH & Co. KG – All rights reserved.

CONTACT CONTENT

UNITED DIGITAL PRODUCTION GmbH & Co. KGLangenhorner Chaussee 155

22415 HamburgAmtsgericht Hamburg HRA114509

Tel: +49 40 - 23 51 45 - 362 Fax: +49 40 / 23 51 45 - 361

info@united-digital-production.comwww.united-digital-production.com

Persönlich haftende Gesellschafterin: 3DOOH GmbH (Amtsgericht Hamburg HRB 122058)

Geschäftsführer: Frank Buddenhagen

Sitz der Gesellschaft und Gerichtsstand ist Hamburg/Germanycopyright © 2013 UNITED ENTERTAIN GmbH & Co. KG – All rights reserved.



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