The Future of 3D and Movies That Jump Out at You

Congratulations are in order to The Hurt Locker and Kathryn Bigelow for winning the Best Picture and Best Director Oscars last night.  My heart was with The Hurt Locker in the Best Picture category, but my money was on Avatar.  Same goes for the Directing category.  No offense to James Cameron or Avatar, but let’s face it, Cameron could make a two hour movie of himself in a bath robe eating Cheetos and watching football and it would gross over $500 million and become an instant front-runner at the Oscars.

The 3D technical wizardry of Avatar is no doubt stunning and Cameron is to be commended for the many advancements in 3D technology he pioneered making this movie.  There are a lot of movies coming out in 3D and it’s probably too soon to tell whether this is simply a fad or a major change in how movies are made and viewed.  I spent the afternoon before the Oscars at the movie theater watching Alice in Wonderland, the latest 3D extravaganza to hit theaters.  Tim Burton’s trippy adaptation of Lewis Carroll’s classic draws more inspiration from Through the Looking Glass than from Alice’s Adventures in Wonderland, but ultimately it’s a mash-up of both stories with a few changes.  In this version, Alice is 19, much less neurotic, and tasked with defeating the Red Queen and her Jabberwocky.  It’s a story we’re all familiar with but what makes the film worth seeing is Tim Burton’s distinct imagery done in acid flashback-inducing IMAX 3D.

3D has certainly come along way.  I can remember my first experience with it as a soon-to-be teenager sneaking in to see Freddy’s Dead: The Final Nightmare. Back then audiences had to watch 3D movies with flimsy cardboard glasses with one red lens and one blue one.  The only memorable thing about this 3D experience was the occasional blood splatter that appeared to fly off the screen and the numerous times Freddy Krueger turned toward the audience and slashed at the screen with his metal claw-gloved hand.  The whole thing seemed more like a gimmick than an enhancement of the cinematic experience.  Recent 3D movies such as Up, Avatar, and Alice in Wonderland tend to use this effect to draw the audience into the story rather than just trying to draw them into the theater.

There has been a lot of talk recently about 3D and the effect it will have on the entertainment industry.  Movie theaters can’t add 3D capabilities fast enough to keep up with the amount of 3D films being planned by the studios.  ESPN has announced plans to launch a 3D TV network and home 3D entertainment systems were all the rage at this year’s Consumer Electronics Show in Las Vegas.

If you haven’t been to the movies lately to see a 3D movie, then I highly recommend that you do so.  It really is quite stunning these days.  When it comes to movies like Avatar, Up, and Alice in Wonderland, 3D definitely serves as an enhancement of the film.  If a movie is visual in nature or really trying to pump up the spectacle factor, then 3D is a great tool.  However, some films just won’t be helped by it.  Up in the Air is one of my favorite movies from the past year (and I’m kind of bummed that it didn’t win any Oscars) however I can’t imagine any way in which that movie would have been enhanced with 3D.  Similarly, The Hurt Locker  – a gritty film about the adrenaline rush of combat as told through the eyes of a bomb disposal unit in Iraq – probably would have been ruined by adding 3D effects.  The Hurt Locker is a story driven film where the psychology of the main characters is a major part of the plot.  There’s just no way 3D could have enhanced it.  Besides, an Iraq War movie in 3D might prove to be an unnervingly heavy dose of reality for war sanitized American audiences.

3D is definitely a cool new addition to the ever expanding equation of entertainment options.  However I don’t see it becoming the standard platform replacing 2D.  Some movies are cerebral and story driven making them incompatible with 3D while other films are visual and effects driven, making them perfect for 3D.  I just hope that a certain sub sect of the movie industry that is based in the San Fernando Valley doesn’t start releasing films in 3D.  That would just be disturbing.

- Dan Phenicie

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MysteryGuitarMan on You Tube

Not sure how I stumbled across this, but MysteryGuitarMan on You Tube is pretty cool.  This video is my favorite:

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UPDATE: Watching Web Video on TV

Recently I discussed statistics showing that web video viewing is up and wondered how many people watch web video on their TV’s.  Today I found this interesting item showing that half of Netflix customers who use the company’s Watch Instantly feature are streaming movies directly to their TV’s.  While this is hardly the in-depth data I’m looking for regarding the TV/Computer convergence, it does show that watching web content on TV is becoming more common.

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How Many People Are Watching Web Video on Their TV?

Once again, the number of people watching video online has increased.  According to Nielsen, the audience grew 5.2% in 2009 climbing to 142.7 million unique U.S. viewers in January 2010 from 137.4 million in January 2009.

Every time I see a statistic like this I wonder how many people watch online video on a computer and how many stream directly to a TV.  I have not been able to find statistics on this so please let me know if you know where to find them and if you work for Nielsen or comScore or one of the other media data collectors, perhaps you could look into this.  I bring this up because although online video viewing is up, so is television viewing.  I watch a lot of online video and almost all of it is watched on my TV from the comfort of my couch.  In order to do this I bought a small device to convert the VGA output from my laptop to an RCA input on my TV (total cost: just over $50).  Many new flat screen TV’s come with Internet and/or WiFi connections built in making this process even easier and anyone with a PS3 or an Xbox can stream web video through the game console.

Sony is to be taking this to the next level by offering original video content exclusively through the PS3.  The show is called The Tester and is a reality show where contestants compete to become video game testers.

My prediction (and sincere hope) is that by the end of this decade, the majority of Americans will have most of their entertainment content delivered to their TV’s through the Internet.  This means no more DVD’s and no more cable bills. Rather than paying over $100 a month for hundreds of cable TV channels when you only watch a few in the first place, you can just pay for a broadband Internet connection and subscribe to channels you watch the most.  You could also subscribe to certain shows you like and in some cases you will be given the option to watch it with advertising or commercial free.  If you choose the commercial free version, your credit card will be charged a small amount using a system known as micro-payments. Rather than having to rent a DVD or wait for it to arrive in the mail (then have little red envelopes littering the house) you will be able to stream the movie directly to your TV. Netflix already does this and it is fantastic!  I just wish that more new releases were available through this service.  The biggest sign that this is the future of media came recently when Comcast bought NBC Universal.  Why else would the nations largest cable company buy a movie studio, a broadcast network, and several cable channels?

This is a promising development for any business – whether its a Mom & Pop shop up the street or a multi-billion dollar multi-national corporation.  Anyone with a website will be able to turn it into a 24/7 on-demand TV station about their product or service.  All it will take is a few well-produced videos.  It’s an exciting prospect and I can’t wait for it to become a reality.

-Dan Phenicie

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Organic Integration of Web Video

An important consideration for us when re-designing our website was how to integrate video into it. We’re a video production company so we obviously had to have video.  For us, not having it would be like a Verizon store without phones on display.  Since web video is the new frontier of video production, we really wanted to show it off in all of its glory.  In the end, we decided to organically integrate video into our site.

The easiest way to add video to a website it to post it on You Tube, Vimeo, or another video sharing site and embed it. Another option is to go with Brightcove, Ooyala, or another online video platform.  There are a lot of great options available and it really depends on what message you want to deliver, who you want to deliver it to, and how much of a role you want video to play in that delivery.

What we mean by organic integration is to work it into the overall design of the site.  Take our homepage for example.  The videos are a part of the scroll bar at the top of the page.  The About page on our site is another example.  The video doesn’t take up a lot of space and it sits within the page the same way a still image would.  The other aspect of organic integration is how the video plays.  Rather than playing within the page or taking you to another site, the video player appears as an overlay and darkens out the screen behind it.  We feel that this provides more of a personalized viewing experience making it less likely that the viewer will be distracted by the the content on the rest of the page.

Ultimately, the way to integrate video into your website is up to you.  When it comes to web video, there is only one “do” and one “don’t” that we here at Seven/Seventy-Nine feel very strongly about.  The “do” is “do have video on your website.”  Video is such a powerful way to spread a message and it has become easy to host crisp-looking video on the Internet so to not have it on your website is to miss out on a marketing opportunity.  The “don’t” of web video is “don’t have it automatically start playing.”  How many times have you gone to a website and been startled by a sudden voice or music of a video that automatically started playing?  This is especially embarrassing when it happens at work.  Having a video auto play on a website ignores the reality that the Internet is an active medium where people actively seek out information.  A cornerstone of this is concept is control.  If someone wants to watch a video on your website, they will and they will do it when they feel it is appropriate.

If you’re considering a website re-design, then you should give serious thought to including video in that re-design and to adding that video as a natural part of the site design.  If you want to add video to your website but don’t want to redesign it, that is fine too and there are many great options available (which we would love to discuss with you).  Just make sure your video doesn’t automatically start playing.

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Introducing the 79Pad

That’s right, the 79Pad. It may not be as hyped as Apple’s recently announced iPad, but hopefully it won’t be as disappointing.  Don’t get us wrong, we love Apple here at Seven/Seventy-Nine.  All of our videos are edited in Final Cut Pro and on a personal level, I would be lost without my 120 GB iPod.  It’s hard not to admire Apple’s history of introducing ground breaking technology to the market.  It’s also important to keep in mind that the iPod was initially panned when it was first introduced.  Who knows, in 10 years we might look at the iPad and wonder how we lived without it.  However for the time being it seems like an iPod Touch on steroids.

Apple also has a history of great commercials (the 1984 Super Bowl Ad and the I’m a Mac and I’m a PC ads are two examples) and in that grand tradition, we’re going to offer a concept for an iPad commercial:

We’re at a baseball game.  All the fans in the stadium are iPods and iPhones.  All the players on the field are iPod Touches.  Next up to bat is an iPad.  The iPad, who towers over the other players, steps up to plate and takes a few practice swings.  The pitcher has a look of intense concentration (because there’s an app for that) and after a few moment he winds up and lets the ball fly.  The iPad swings and hits the ball sending it sailing out to right field.  It looks like a home run…IT IS A HOME RUN!  The crowd goes wild because the iPad has just broken the single season home run record!

Give us a call Steve Jobs, we have a winner here.

Welcome to the Seven/Seventy-Nine blog.  We’re a video production company, so most of the topics discussed here will relate to video in some way.  Sometimes you will find quirky ideas for commercials like the one above while at other times you will find a behind the scenes journal of a commercial we are filming.  Sometimes we will review movies, TV shows, or products we like.  Occasionally we’ll even talk about media and the wide-open future it faces.  If only this blog had been up during the recent Conan-Leno kerfuffle because that situation was ripe for discussion about the future of media.

So welcome to our blog.  We hope you enjoy it.  In fact, we hope you enjoy it enough to subscribe to it, share it, tweet it, digg it, stumble upon it, and so on and so forth. Continue Reading