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1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING An increasing number of alternative 3D contents in theaters EV&D%36(>%&4#0*&038%&$"&6+%&\Y&D7>036&G%>%&>%#%3*%8&$"&V;;^&3"8&07>%&6+3"&V:&\Y&4#0*&3>%& slated for release in 2010. The huge success of AVATAR last year resulted in a rapid increase 7D&\Y&*5>%%"*&$"&6+%36%>*a&+7G%I%>S&6+%&4,+6&D7>&\Y&*5>%%"*&$"&V;E;&$*&*6$##&57"6$"($",&8(%& to increasing demands. An increasing number of alternative 3D contents have been being delivered in theaters after the positive result of Mozart’s Don Giovanni beamed in 3D in b3>$*M&N7>%7I%>S&6+%&2>%"5+&B%""$*&!'%"&4"3#&G3*&8%#$I%>%8&$"&07>%&6+3"&V;&\Y&6+%36%>*& in France and Spain, and music concerts and sports matches have also been shown in 3D theaters in the U.S. (Wolfwood, 2010). In this tendency, Sony announced that 10,000 digital projectors will be equipped in the theaters and 3,000 of these sites are expected to be 3D by 2012. Barco also announced that 10,000 screens would be equipped with 3D technology. These new projection systems will add to the number of screens needed for the increasing popularity of alternative 3D contents. Given the current state of technology and the maturity of the market place, the broadcasting industry expects that the public is able to access more international events such as World Cup or Olympic Games in their 3D multiplexes soon (Wolfwood, 2010). 3D home entertainment technologies and processes i$6+& 6+%& ,>7G$",& *(55%**& 7D& \Y& D%36(>%& 4#0*& $"& 6+%36%>*S& 03R7>& +70%& %"6%>63$"0%"6& industries have been showing a keen interest in 3D home theater applications. Several major manufacturers have been developing 3D home theater entertainment solutions for *%I%>3#&9%3>*M&b3"3*7"$5&8$*'#39%8&6+%$>&\Y&+$,+&8%4"$6$7"&+70%&6+%36>%&G$6+&,#3**%*&67&,%6& the stereoscopic effect at Combined Exhibition of Advanced Technologies (Ceatec) in 2008. NEC and KDDI also showed a 3D image and 3D LCD display for mobile devices without 3D glasses (Ogg, 2009). At the Consumer Electronics Show(CES), Sony, Panasonic and Samsung all displayed new technologies to reduce the problems of the current anaglyph imaging technology such as image ghosting and viewing discomfort. Sony introduced a prototype that uses standard Real D polarized glasses. These special glasses are the 870$"3"6&0%6+78&D7>&8$*'#39$",&\Y&4#0*&$"&6+%&6+%36%>S&)(6&G%>%&'>%I$7(*#9&"76&'7**$)#%& with an LCD display (How 3D LCD Shutter Technology Works, 2010). Viewers have to be able to display alternating lefteye, righteye images with opposing polarization to view the 3D effects. This is the most popular 3D cinema technology, but some sensitive users could feel nauseated or experience a headache as some may have experienced in a standard movie theater. Although there is controversy about practical use of this technology due to viewing discomfort, the 3D images in the Sony LCD are clear and sharp without image 76
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING ghosting (Verrier, 2009). Panasonic and Samsung 3D plasma displays work with LCD shutter glasses technology. This technology uses special LCD shutter glasses, with each lens alternately darkened when the other lens is transparent. It works well with the new plasma and LCD displays with a minimum of a 120 Hz refresh rate (How 3D LCD Shutter Technology Works, 2010). B+%&I$8%7&356$7"&*5%"%*&3''%3>&67&C7G&*0776+#9&G$6+&"7&I$*$)#%&,+7*6$",M&A30*(",&+3*& 3D DLP televisions in the marketplace today and Panasonic showed off their own products on the market for consumers as well. However, there are economic challenges because it is not possible to convert standard Bluray or DVD recordings to 3D since the process needs 6+%&7>$,$"3#&4#0&>%57>8%8&)9&\Y&*6%>%7*57'$5&530%>3*M&&(*%>*& of 3D features at home is a webcam with two lenses. The lenses mimic human sight by capturing the images and turning them into 3D footage. The webcam is accompanied with software to make it easier for home users to enjoy 3D movies on many different types 7D&*5>%%"*M&/0%>$53"&4>0&BY&I$*$7"&*+7G%8&7DD&I3>$7(*&*7D6G3>%&578%5&3"8&3&'>76769'%& 3D camcorder that helps the software to turn footage into 3D movie. However, the webcam also needs the kind of oldschool anaglyphic glasses with red and yellow lenses that offered a novelty 3D effect (Ogg, 2009). There are very hopeful home theater 3D technology demonstrations at the CES in Las Vegas every year. It seems that major home entertainment manufacturers have been serious about 3D home theater technologies and have tried to prevent 3D customers from format war issues as we all saw with Bluray versus HD DVD. Consequently, the challenges may be resolved in only matter of time as it $*&8%5$8%8&G+$5+&570'3"9&G$##&*%66#%&6+%&8(*6&3"8&366>356&\Y&D3"*&4>*6M& /"$036$7"&D%36(>%*&0$,+6&)%&6+%&07*6&*$,"$453"6&,%">%&7D&4#0*&6+36&>%5%$I%&6+%&)%"%46*&7D& computer generated images (CGI) technology and 3D effects. Since CGI technology is a major part of animation features, the additional cost of producing animation in 3D is relatively cheap. Jim Mainard, the chief technologist of Dream Works, estimates that the additional cost of producing 3D was 8.5% from 2007 to 2009, but the average earning per screen was 3 times that of 2D screens (Wolfwood, 2010). Furthermore, as animation in 3D depends heavily on CGI to create a three dimensional look, the images in 3D have more perceived depth than the images in 2D animation (Nailon, 2010). With the release of the majority of animation features on 3D screens young audience have been already loyal consumers of 3D content. Moreover, Disney said that they are producing more 3D animations than any other major production company and began this year with Disney’s A Christmas Carol, followed by Alice in Wonderland and Toy Story 3. (CES, 2010). In this tendency, the home 77
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