Phil Lelyveld

S3D (stereoscopic 3D) The intersection of art, technology, and the human visual system Philip Lelyveld - For use with permission only Philip Lelyveld

Visual data Static Motion Binocular Philip Lelyveld - For use with permission only

4% stereo blind Fixing My Gaze By Dr. Sue Barry Philip Lelyveld - For use with permission only

Humans have evolved to survive in a 3D world. Information has been pushed into 2D Philip Lelyveld - For use with permission only

S3D is missing some visual data Philip Lelyveld - For use with permission only

Art of S3D Aerial POV Some 2D tools and techniques need to be rethought Shallow depth of field Philip Lelyveld - For use with permission only

Managing Z-space Some new 3D tools and techniques will emerge depth script Philip Lelyveld - For use with permission only Art of S3D

As the audience learns the conventions, the language of 3D will evolve Philip Lelyveld - For use with permission only

Impact on Budget
Movies, TV, other prerecorded
Animation: 8%
Live Action: 15%-25%, but falling
2D to 3D Conversion: $25k-55k/minute
Live events
Two crews?

$2.8 Billion Worldwide 3D screens => 85% of gross Audience is eager to learn in theatres

3D screen revenue 2D screen revenue Opening Weekend

Technology S3D rebirth – the unintended consequence of Analog-to-Digital conversion Philip Lelyveld - For use with permission only

3D TV is coming to stores, pubs and clubs Active Shutter Polarized No format war 3D TV is HDTV with an enhancement Philip Lelyveld - For use with permission only

Philip Lelyveld - For use with permission only Glasses-free 3D TV is coming to public spaces and handhelds

Screen size and distance from screen determine S3D experience Business Opportunity: transcoding, adjusting 3D Philip Lelyveld - For use with permission only

2D to 3D Conversion Quality/Cost Tradeoff Native 3D
Two
Cameras
Non-Real-Time 2D to 3D Conversion - Painters - Human hands Real-Time 2D to 3D Conversion - Automatic - Chip

Specialized tool The Next New Idea Prosumer tool Consumer tool Business Opportunity – the product lifecycle Philip Lelyveld - For use with permission only

3 Legs of the Stool Movies Sports/ Live Events Games

Games (the other 3D) Base Camera 3D Model (Simplified) Right Camera created by 3D driver 3D Game Projection 15-20% of all games in 2011 Up to 50% of all games in 2012 Source: Ubisoft CEO Yves Guillemot, 5/19/10

Health impact of broad population? Factors Art Technology Vision science Discomfort and fatigue Learned experience Diagnostic tool Philip Lelyveld - For use with permission only

Environment and behavior Outside the dark theatre Looking around Philip Lelyveld - For use with permission only Health impact of broad population? Factors

3D is most comfortable near the screen plane and behind the screen (shoe box theatre) Sports scores Philip Lelyveld - For use with permission only

The Larger Ecosystem
2010 worldwide sales projection
228M displays (2D and 3D)
2.5M will be 3D-capable  85 million in 2015
100M will be “ connected TVs ”
DisplaySearch, 5/25/10

DYI (“Do It Yourself”) 3D community - Opportunity: Tools, resources, and standards needed Transmedia experience - Social media - Over-the-top content - 4G connectivity Philip Lelyveld - For use with permission only The Larger Ecosystem

Education and S3D Rock Island, Illinois Boulder Valley School District, Colorado - Discipline not an issue! - 29-35% after-lesson retention - 10% in control group - Health impact on teachers Negative parallax – objects in room engage Philip Lelyveld - For use with permission only

Other S3D Markets Military Surgery Simulations Augmented reality Virtual presence Philip Lelyveld - For use with permission only

Consumers don’t buy technology, they buy the experiences that technology delivers Philip Lelyveld - For use with permission only

3D TV Pleasant buying experience comes before a pleasant viewing experience Philip Lelyveld - For use with permission only

S3D will be in TVs, PCs, phones, etc. We’ll soon see if there is an audience and market for it Conclusion Philip Lelyveld - For use with permission only

Thank You Phil Lelyveld Entertainment Technology Bus Dev Consultant Program Manager, Consumer 3D Experience Lab, USC Entertainment Technology Center [email_address] www.reelword.com www.etcenter.org

Philip Lelyveld - For use with permission only

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Phil Lelyveld

by Frankwatching on Jun 03, 2010

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Phil Lelyveld — Presentation Transcript