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Phil Lelyveld

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Mediapark Jaarcongres 2010
Phil Lelyveld

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Phil Lelyveld

  1. 1. S3D (stereoscopic 3D) The intersection of art, technology, and the human visual system Philip Lelyveld - For use with permission only Philip Lelyveld
  2. 2. Visual data Static Motion Binocular Philip Lelyveld - For use with permission only
  3. 3. 4% stereo blind Fixing My Gaze By Dr. Sue Barry Philip Lelyveld - For use with permission only
  4. 4. Humans have evolved to survive in a 3D world. Information has been pushed into 2D Philip Lelyveld - For use with permission only
  5. 5. S3D is missing some visual data Philip Lelyveld - For use with permission only
  6. 6. 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
  7. 7. Managing Z-space Some new 3D tools and techniques will emerge depth script Philip Lelyveld - For use with permission only Art of S3D
  8. 8. As the audience learns the conventions, the language of 3D will evolve Philip Lelyveld - For use with permission only
  9. 9. Impact on Budget <ul><li>Movies, TV, other prerecorded </li></ul><ul><li>Animation: 8% </li></ul><ul><li>Live Action: 15%-25%, but falling </li></ul><ul><li>2D to 3D Conversion: $25k-55k/minute </li></ul><ul><li>Live events </li></ul><ul><li>Two crews? </li></ul>
  10. 10. $2.8 Billion Worldwide 3D screens => 85% of gross Audience is eager to learn in theatres
  11. 11. 3D screen revenue 2D screen revenue Opening Weekend
  12. 12. Technology S3D rebirth – the unintended consequence of Analog-to-Digital conversion Philip Lelyveld - For use with permission only
  13. 13. 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
  14. 14. Philip Lelyveld - For use with permission only Glasses-free 3D TV is coming to public spaces and handhelds
  15. 15. Screen size and distance from screen determine S3D experience Business Opportunity: transcoding, adjusting 3D Philip Lelyveld - For use with permission only
  16. 16. 2D to 3D Conversion Quality/Cost Tradeoff Native 3D <ul><li>Two </li></ul><ul><li>Cameras </li></ul>Non-Real-Time 2D to 3D Conversion - Painters - Human hands Real-Time 2D to 3D Conversion - Automatic - Chip
  17. 17. Specialized tool The Next New Idea Prosumer tool Consumer tool Business Opportunity – the product lifecycle Philip Lelyveld - For use with permission only
  18. 18. 3 Legs of the Stool Movies Sports/ Live Events Games
  19. 19. 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
  20. 20. Health impact of broad population? Factors Art Technology Vision science Discomfort and fatigue Learned experience Diagnostic tool Philip Lelyveld - For use with permission only
  21. 21. Environment and behavior Outside the dark theatre Looking around Philip Lelyveld - For use with permission only Health impact of broad population? Factors
  22. 22. 3D is most comfortable near the screen plane and behind the screen (shoe box theatre) Sports scores Philip Lelyveld - For use with permission only
  23. 23. The Larger Ecosystem <ul><li>2010 worldwide sales projection </li></ul><ul><li>228M displays (2D and 3D) </li></ul><ul><li>2.5M will be 3D-capable  85 million in 2015 </li></ul><ul><li>100M will be “ connected TVs ” </li></ul><ul><li>DisplaySearch, 5/25/10 </li></ul>
  24. 24. 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
  25. 25. 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
  26. 26. Other S3D Markets Military Surgery Simulations Augmented reality Virtual presence Philip Lelyveld - For use with permission only
  27. 27. Consumers don’t buy technology, they buy the experiences that technology delivers Philip Lelyveld - For use with permission only
  28. 28. 3D TV Pleasant buying experience comes before a pleasant viewing experience Philip Lelyveld - For use with permission only
  29. 29. 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
  30. 30. 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
  31. 31. Philip Lelyveld - For use with permission only

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