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Wednesday, January 05, 2011

CES 2011: MasterImage 3D Showcases Glasses-Free 3D Mobile Displays

--Company's patented cell-matrix barrier technology delivers bright images, switchable landscape/portrait modes, and high-yield, low-cost production

--Crytek's "Crysis® 2" 3D game trailer and Gucci 3D commercial featured in demonstrations--

Here's the press release (emphasis is mine):
Hollywood, CA (January 5, 2011) - Ramping up its efforts to drive consumer adoption of 3D on mobile devices, 3D technology company MasterImage 3D, LLC is showcasing its glasses-free 3D displays for smart phones and tablets in Las Vegas this week at the Consumer Electronics Show.

Analysts predict that by 2014 the number of 3D-enabled mobile devices will surpass 60 million units.* MasterImage 3D is a key force in driving the ecosystem that is enabling 3D as a universal experience on all platforms. Today the company provides digital 3D systems for theaters, auto-stereoscopic 3D display technology for mobile devices and a 3D camera ASIC for mobile photo and video.

At its CES exhibit booth, #26011 & 26012 in the 3D@Home Tech Zone, the company is introducing its MasterImage Stereo Kit (MISK) to content developers, a hardware/software system with a 4" auto-stereoscopic 3D display that runs on the Android OS which can be used to create 3D games, movie playback, short-form content and custom UI's for smart phones and tablets.

Demonstrations of these devices feature the trailer and gameplay footage from Crytek's upcoming "Crysis 2", the highly anticipated first person shooter that will be available in stereoscopic 3D. The 3D content reel also includes 3D movie trailers, a 3D commercial and 3D gaming content secured in partnership with the S-3D Gaming Alliance. MasterImage 3D is also demonstrating for OEM partners its patented cell-matrix parallax barrier display, which was incorporated into one of the first mass-produced 3D smart phones; the Hitachi Wooo (pictured).

Roy Taylor, MasterImage 3D EVP and GM of 3D Display, said "As the leader in glasses-free 3D we are pleased and excited to be able to show "Crysis 2" in stereo at CES this year. Crytek's award- winning CryENGINE proves its adaptability by running flawlessly on mobile platforms and in gorgeous stereo 3D with MasterImage 3D's cell-matrix technology."

The MasterImage 3D mobile display is based on parallax barrier technology, the preferred approach for glasses-free 3D. MasterImage's patented cell-matrix parallax barrier uses a 'cell gap' approach that lets users switch easily between landscape and portrait modes and between 3D and 2D functions. As more polarized light passes through the display with this method, displays are brighter and 'ghosting' is reduced. The MasterImage 3D technology works with any kind of display, from TFT to OLED, PDP and more, and the company's patented manufacturing process for its 3D displays delivers an extremely high production yield while keeping costs low.

"We are excited about the near term future for stereo 3D without glasses for mobile," Taylor said. "It's anticipated that four key applications will drive 3D technology for mobile devices: user-generated 3D content from stereo cameras on smart phones and tablets; streaming and downloading 3D movies, TV shows and ads; interactive 3D gaming and new 3D applications and the mobile web. Some 3D devices will also support the direct conversion of 2D content to 3D."

*In-Stat. "3D in Mobile Devices: 3D Adoption will be Highest in Smartphone, Handheld Gaming and Tablet PC Markets," November 2009.

About MasterImage 3D LLC
MasterImage 3D LLC is a 3D technology company that provides pioneering solutions for theaters, mobile devices and gaming. With digital 3D cinema systems installed in 42 countries, MasterImage 3D is a fast-growing digital 3D cinema system supplier, offering audiences the clearest, sharpest 3D experience while providing exhibitors with a compelling ownership-based pricing model. The company invented, patented and mass-produced the cell-matrix parallax barrier, the leading 3D technology for auto-stereoscopic mobile display. It enabled one of the world's first glasses-free 3D mobile phones and is in development for devices in 2011. Its 3D camera ASIC empowers users to create 3D content. Founded in 2004, the company is privately held and headquartered in Hollywood, with offices in the UK, Tokyo, Seoul and Beijing.

For more information, visit MasterImage3D.com.

Crytek and CryENGINE are registered trademarks or trademarks of Crytek GmbH in the USA, Germany and/or other countries. All Rights reserved.

The glasses free "cell matrix barrier" approach sounds like a winner to me. Today's portable devices depend on users being able to use both portrait and landscape freely - a must have! More info when I get it! Stay tuned for more CES 2011 reports...

MasterImage is a sponsor of MarketSaw.

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