Phil Lelyveld

Program Manager, Consumer 3D Experience Lab, USC Entertainment Technology Center

Entertainment Technology Product Development Consultant

www.etcenter.org !"

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! "Platinum Sponsors

! "Gold Sponsors

! "Silver Sponsors

#$%!*",(-+."Disney Vince Roberts EVP Ops and CTO, Disney-ABC TV Group

Fox Andy Setos President, Engineering

Sony Pictures Mitch Singer George Joblove

CTO Senior Vice President, CTO of Image Works

Paramount Chris Carey EVP

Warner Bros Chuck Dages Executive Vice President Emerging Technology

Alcatel-Lucent Derek Kuhn VP, Emerging Technology & Media, Central Marketing & Solutions Group

Cisco Systems Claudia Ceniceros Senior Director of Media and Content Strategy

Deluxe Entertainment Srvcs Group Steve Bergman Executive Vice President & General Manager

DTS Patrick Watson SVP, Corporate Strategy & Development

TATA Consultancy Services Kamal Bhadada VP and Head - Media and Information Services

Technicolor Ben Crosby CTO

USC School of Cinematic Arts Elizabeth Daley Dean

Studios

Tech/ Service

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Content Creation

Content Creation

1."Computer Generated Images (CGI)

2."Live Action (2 image)

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3."2D-to-3D conversion

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Games (the other CGI 3D)

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! "Call of Duty: Black Ops- $650M in first 5 days ! "50 3D games coming to PS3 ! "Nintendo 3DS may drive consumer adoption of 3D

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! "Average gamer is 34 years old ! "Average gamer has been playing for 12 years ! "40% are now women (they prefer social games) Source: Craig Allen, CEO, Spark Unlimited, 12/10 conversation

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Native 3D

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Non-Real-Time 2D to 3D Conversion

- Painters - Human hands

Real-Time 2D to 3D Conversion

- Automatic - Chip

O"Conflicting depth cues

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Native 3D

-" Two Cameras

Non-Real-Time 2D to 3D Conversion

- Painters - Human hands

Real-Time 2D to 3D Conversion

- Automatic - Chip

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Conversion is continuous 3D.

You can control everything. - Phil McNally

Conflicting depth cues

Real Time 2D-3D Conversion

3D Eye Solutions 3D Mention Media ArcSoft CyberLink DDD e-MDT Enhanced Chip Technologies

Inc HD Logic Himax Technologies Marvell Mercury Systems Panasonic (JVC) Quartics Sensio Sonic Solutions Stergen (Vizrt) Toshiba Trident Microsystems Wistron

Non-Real Time 2D-3D Conversion

DDD

In-Three / Digital Domain Legend Films Passmore Labs Prime Focus Sassoon Film Design

Stereo Pictures Technicolor

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Movies Sports/ Live Events

Games

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Sports and live action

driving the learning curve

Camera development

Cutting among cameras

Stats, flying logos, and closed caption !K"

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Technical choices of what information gets passed through the workflow will impact the design of consumer devices and 3D experiences!

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The Emerging Language of 3D

End Game:

To transition 3D from a special effect

to a key resource in the storyteller!s tool kit

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The Consumer 3D Experience

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Tour

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Counterclockwise spin

Clockwise spin

3D viewing technologies for the consumer market

Anaglyph

Active Shutter Passive Polarized

Autostereoscopic Head Mounted

Display

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Consumer 3D Choices

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Active Shutter Polarized Head Mounted

Display

Passive glasses

Universal glasses

Active glasses

Glasses-free

Glasses-free

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Selling 3D at Retail

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3.2M to 6.2M 3D TVs sold in 2010

50M to 88M 3D TVs sold in 2015

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TV Makers get bad reception for 3D Source: Wall Street Journal December 19, 2010

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Polarized 3D TVs coming to consumer market

- Re-energize the market? -

LG Vizio Samsung others

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Source: DisplaySearch Q3’10 Quarterly TV Design and Features Report

3D Blu-ray

Quantel “3D channels and content – worldwide” Jan. 24, 2011 http//blog.quantel.eu

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Market Research International 3D Society

Nov. 9, 2010

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Turkey Live Action

WildEarth TV 3D launches 24/7 channel

South Africa

3D Porn Hong Kong

Argentina Animation

Japan Games

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Concerts / Events / Marketing

71! X 16! 3D Screen

Modular Unlimited size and configuration

Source: Cnet 10/5/10

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2010 worldwide sales projection •" 3.4M will be 3D-capable " 42.9M by 2014

•"228M displays (2D and 3D) •"100M will be "connected TVs#

DisplaySearch, 5/25/10 and 8/10/10

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Apps / devices specific to 3D content

iPhone App: Cine3D

Stereographer

Picoscan 3D scanner

CRC Depth Estimation from

3D video

Laser Light Engines Raises $13 Million; Pacts With IMAX

Oakley 3D

$70 3D Shot Cam

3dtvpubfinder.com/

3D mapping laser backpack

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7/28/10 XpanD / TI / Eon rollout to five school districts in Tx, Fl, Ca, and Co 11/18/10 Pilot program in 7 European countries

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Thank You

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Phil Lelyveld

Program Manager, Consumer 3D Experience Lab, USC Entertainment Technology Center

Entertainment Technology Product Development Consultant

www.etcenter.org Phil@ReelWord.com