3ality Digital Named Primary Stereoscopic 3D Partner Of RED Digital Cinema Education

Interesting developments happening in the "Gold Standard" battles of native stereoscopic 3D! My good friends at 3ality Digital have partnered with RED Digital Cinema (makers of the RED One, Epic and Scarlet digital cameras) to deliver S3D education to filmmakers and young students! Love this combination!!

Here's the official press release:

3ality Digital and RED Digital Cinema Partnership Kicks Off With S3D Production Classes and Presentation at REDucation

Burbank, CA. – June 1, 2011 – 3ality Digital, world leader in advanced technologies to empower creative digital stereoscopic 3D (S3D) acquisition, and RED Digital Cinema announced today a Stereoscopic 3D partnership, which launched during the recently completed REDucation sessions on May 24-28 at RED Studios Hollywood. 3ality Digital will be the primary 3D partner for RED Digital Cinema, and together the companies will train professional and aspiring filmmakers on how to create clear and pristine 3D images using the same equipment as elite Hollywood directors like Peter Jackson and Bryan Singer.

“The biggest tent pole movies shooting on the planet right now, like The Hobbit, are all shooting S3D on EPIC and 3ality Digital,” said Ted Schilowitz, Leader of the Rebellion at RED Digital Cinema. “The teams at RED and 3ality Digital have been working together for years behind the scenes. Now is the right time to take that relationship to the next level and integrate education components for the community.”

As the primary stereoscopic 3D partner for RED, 3ality Digital lent its technology, currently being used in feature films such as The Amazing Spiderman and Jack the Giant Killer, to REDucation’s 3-day introductory session May 24-26, as well as during the advanced classes May 27-28. The REDucation Open House included a screening of S3D content produced with 3ality Digital technology. Attendees also experienced special presentations from RED including the latest “Tattoo” EPIC Reel shown in 4k.

“S3D is here to stay and choosing partners at the forefront of the technology that really grasp what true, high-resolution cinema and S3D are all about is essential for business and for the community,” said Steve Schklair, CEO of 3ality Digital. “Educating filmmakers and getting RED and 3ality Digital technology in their hands at events like REDucation is a crucial step towards accelerating and facilitating S3D content production and ultimately consumer adoption.”

The ongoing partnership will also include collaboration at the Camp RED youth summer program August 1-19, where the new partners will provide young filmmakers with training in S3D production. Students ages 9-15 will shoot their own S3D films at RED Studios Hollywood during the week-long day camp sessions, including an exclusive, behind-the-scenes trip to 3ality Digital Studios.

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About RED Digital Cinema
Red Digital Cinema is the brainchild of Jim Jannard, founder of Oakley, world-famous manufacturer of sunglasses, sports apparel and personal electronics. Mr. Jannard is a self-professed lover of all things photographic, having amassed an extensive photographic collection, as well as having been a shooter for most of his life. His search for the perfect video/film camera was never satisfied and proved to be the inspiration behind creating the ultimate full motion camera. His desire was to create a camera that matched the quality of, and processed images similar to, the very finest digital still cameras.... but at motion picture frame rates.

About 3ality Digital
3ality Digital is a pioneer and leading authority in stereoscopic 3D (S3D). 3ality Digital provides the film and television industry with camera platforms, stereo image processing systems and S3D image scaling technologies that are considered the “gold standard” for the production of compelling and immersive S3D entertainment. Whether for a feature film or live sporting event, its innovative technology empowers customers to stay in control of creativity when working with S3D.

Founded in 2000 by CEO, Steve Schklair, 3ality Digital has a reputation as an innovator in S3D, with its technology powering multiple live-action firsts. This includes: U2 3D, the first movie shot completely in live-action S3D; the first live S3D broadcast of an NFL game (Raiders vs. Chargers, December 4th, 2008, broadcasted to a select audience); the first live S3D sports broadcast available to consumers, including the 2009 BCS Championship Game, BSkyB’s landmark Manchester United vs. Arsenal soccer broadcast (January 31st, 2010), the first network hockey telecast ever produced in S3D (New York Rangers vs. Islanders, March 24th 2010 on MSG); the first S3D commercial broadcast during a Super Bowl (Sobe “Lizard Lake”); the first full episode of a scripted television series shot in live-action S3D (Chuck vs. The Third Dimension, aired on NBC on February 2nd, 2009); and first RED EPIC S3D Movie, 'The Amazing Spider-Man.’

For more information, please visit www.3alitydigital.com

3ality Digital is a sponsor of MarketSaw

Gold Standard Native 3D Has Competition! Why It's Good For Everybody...

Lately we have seen a massive push towards a "Gold Standard" for native stereoscopic 3D content and not just idle chat. A real movement is taking place and it will play a huge part in the coming years in ensuring the movie going public gets what they are paying for in theaters.

And it's more than that. It's about the best transportative immersion possible! Sure we want to get our money's worth at the movies, but it is about being entertained more than anything else. Movies remain a recession proof escape from reality that in the big picture is very affordable.

The Gold Standard movement is focusing on delivering quality 3D content that audiences will know intuitively as being worth their time and money. That the content will not be hindered by 3D. No more CLASH OF THE TITANS debacles. By following the productions associated with the companies listed in this post, YOU will have confidence that what they produce in the end will be of the highest caliber.

Think Pixar. Everything they touch is of the highest caliber and the box office shows it. I also think about a huge corporation that bet the bank on 3D - Sony. Do you realize they have true end-to-end 3D offerings? Pro and consumer 3D cameras, 3D TVs, 3D theatrical projectors, 3D focused movie studios, 3D blu-ray technology, 3D gaming on Playstations - you name a division and it probably has 3D in it's mandate!

Now think 3ality Digital. And Cameron - Pace Group. The first wave of Gold Standard, uncompromising companies have stepped up to the plate and declared: Watch us. We will deliver the best in S3D.

There is sure to be more come along - I was thinking as early as last year that perhaps a presentation company like IMAX might be the company to step forward and tackle this issue by saying whenever you see our brand, you can have confidence in the 3D being screened. But it is more than just movies! S3D content is everywhere today: 3D theatrical movies, 3D home videos, 3D theatrical alternative content (like gaming), 3D home gaming, 3D phones, 3D portable devices, 3D computer applications, and of course 3D content to power these devices! It is the content that needs to drive everything. 3D movies, sports, live events, concerts, etc. Really, the answer needed to be 3D production companies and they have stepped forward.

3ality Digital is pushing this goal (here and here) and with the Cameron - Pace Group announcement (here) hot on the heels of 3ality Digital's news this week, the stage is set for rapid and real improvement in 3D content for audiences across the spectrum of native 3D entertainment. Competition is always needed and let me tell you that the professionals at both companies are simply the best at what they do. PERIOD. I can assure you of that.

Let's drill into the news a bit. There seems to be a slight polarization regarding camera hardware for the 3D rigs with Cameron - Pace Group (CPG) using the ARRI cameras (Martin Scorsese is using them on HUGO CABRET) - of course they still have their FUSION cameras too; and 3ality Digital is using the REDs (Peter Jackson has them on THE HOBBIT). Hardware is a matter of preference for directors and DPs, either choice will look amazing especially in tandem with the superior 3D services provided by these companies. And these platforms offered by 3ality Digital and CPG are flexible by design - other camera vendors should be able to work with them going forward as well.

Aside from the hardware and content that is required to deliver top 3D standards, we need professionals to drive them! Both of these companies are mandating education for existing cinematographers to be concurrent priorities for them - topping up the pros already impressive credentials with S3D knowledge - to become top drawer stereographers.

What these companies and the Gold Standard all boil down to is that the future is happening right now and it is all about the audience. What a privilege I've had over the past 5 and a half years to report on history in the making - a Hollywood 3D revolution. We are witnessing a renaissance right now with technology rapidly advancing and expertise catching up. Welcome to modern S3D, generation 2!

What do I want to see next? I want to see a Gold Standard for 3D conversion. I want to see a company step up and guarantee the best quality possible every time. Audiences NEED to know that when they see any movie, it is not 3D that will let them down. Just as they know Dolby sound won't let them down. Just as they know Pixar won't let them down. We now see that native 3D has it's heroes, let's expand that to conversion.

A giant tip of the hat to 3ality Digital and CPG! It's a pleasure to know and work with you everyday.