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| James Stewart of Geneva Film Co. filming in 3D. |
Okay, so this week’s blog
entry is a little late but given I am in the middle of directing my first 3D
production after line-producing another, I am sure one can understand that I am
spread a bit thin. Add to that the fact
that we aren’t currently covering anything in the readings and I was left
scratching my head. I had hoped that “Hugo”
would take best picture then I would have been able to talk about the first 3D
best picture but alas that was not the case.
Oh Hollywood, I love and loathe thee at times.
Anyway, I have been fumbling
around for an idea for this blog entry, when I stumbled upon this article about
3D Advertising written by James Stewart of Geneva Film Co., which is an area of
3D that we have not covered in class. In
fact, like most things in 3D it is only a burgeoning sector of the
entertainment industry and it makes sense why little is known about it because
let’s face it; at this time, most people don’t understand 3D as of yet.
James Stewart of Geneva Film Co. says
that, “Today, only a few dozen or so 3D commercials currently exist. Out of
this batch my company, Geneva Film Co., has produced a good share including
cinema 3D spots for Lexus and Sprint. So what gives? What is the hesitation
among smaller agencies? Whether
speaking at TED (Technology, Entertainment, Design) or Cannes Lions, I have
come to understand that most marketers and agency creatives simply need more
information. Once the costs are outlined, an explanation of how 3D actually works
is provided, and the storytelling potential revealed, most ad people soon begin
to envisage 3D as well within the realm of possibility, and real excitement
takes hold.”1
As
we have stated in class, Mr. Stewart pointed out that when you shoot in 3D one
is capable of producing a product in 2D and 3D which will enable a wider ad
campaign release as the consumers’ transition into 3D. M. Stewart added, “As far as cost, for
live-action 3D production, my estimate is 10 to 25 percent above shooting a
typical spot in 2D (or a ‘flattie’). For bigger-budget campaigns, 3D will cost
less because you have already invested in higher production value. […]
Lastly,
3D in advertising yields eye-popping returns in memory retention with audiences
exhibiting 92% total recall of an ad. 68% of that number shows a higher
likelihood of following through with a purchase of the product advertised – a
significant increase over the same commercial in 2D. In studies from multiple
independent sources, including ESPN, Xpand and Texas Instruments, the data
shows an average increase in viewer retention of 15%. For a nominal increase in
production costs, you get a 15% – 20% increase in ad recall. Who doesn’t want
that?”1
My
take away here is that there will soon be more available jobs for students, who
take the time to be trained in 3D as the demand for such technical experts will
only continue to increase as consumers continue to invest in 3D TVs.
Well, those are my thoughts
for the week; please, feel free to comment.
Cheers-
Russell McGee
3D Advertising has gained a lot of attention over the past 18 months as advancements in technology, coupled with reductions in costs, has seen its adoption increase across a number of sectors. It will also see itself creep into advertising as more and more agencies & brands see the potential.
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