In a move to attract audiences and to boost ticket prices, 3D technology is being deployed in a large number of cinemas. As the film industry fights for full deployment of digital film presentation, the market is now turning for a third time in the one hundred year history of the cinema too 3D. Previously in the 50’s (such as with ‘Creature from the Black Lagoon’ (1954)) and the 70-80’s (such as with ‘Jaws 3D (1981)) the motion picture scene has attempted to deploy 3D movies as a fad to a skeptical market - seen as nothing more than a gimmick the technology is seen ripe for a successful deployment.

What has made the industry start to take 3D seriously again was the recent revenue generation in the movie scene. During 2004 ‘Polar Express’ made 30 per cent of its revenue through 3D showing at over 60 IMAX venues - the first time in recent history that 3D presentations achieved such a large amount of the overall revenue of a picture. With this news broke that 3D would be deployed in other conventional multiplex venues and that the moviemakers would consider a dual production support.

What has been taken place in the American movie industry is the consolidation of 3D technology application into two camps, which have attempted to nail down the ownership and development of the technology.

In the red corner - Real D, supported by a major gathering of financial and movie executives, include some of the most influential producers and directors, the Real D operation has gathered the bedrock technology for the latest filter 3D glasses technology, far beyond the primitive red / green process. To show the dominance of their position Real D is the chosen technology for the first mainstream deployment of a 3D picture during November with the launch of Disney’s latest CGi animated production ‘Chicken Little’. Disney (by the time you are reading this feature) has opened in over 80 venues with the Real D 3D version of the film.

Disney’s support of a major 3D commitment to one of their full-length movies harks back to 1952, when the first full-length 3D movie ‘Melody’ was released at the height of the insurgence in the fad of 3D. The title established Walt Disney’s credentials as a visionary and a corporation keen to experiment with a means to offer unique experiences.

A number of venues have switched one of their screens to 3D, piggybacking on the installation of Digital Cinemas upgrading across the market, the major chains are having to pick between the two architectures, and the support of such an important movie in the Disney history marks a good direction to turn towards - with Disney proposing stronger support from the majority of their movie production. In the case of this CGi film it was felt an easier process to re-render a 3D version.

The Real D process has been developed to offer the best glasses-based 3D experience called in much of its literature, ‘Movie goers 3D’, hoping to address the failures due to head movement and avoiding eye strain; the need to address previous complaints about long-term exposure to 3D systems mirroring the deployment in the attractions scene.

In the green corner - In-Three Inc., with their ‘Dimentionalization’ technology, the technology has been six-years in the making. This company has an impressive line-up of directors and film executives including George Lucas - who has stated that he proposes to re-release his Star Wars trilogy using this process, alongside James Cameron’s new movie ‘Battle Angel’ in 2007 being released on this format. The technology works on a special 3D process that hopes to offer the best 3D experience. The technology however has come under attack.

During 2004/5 In-Three has been embroiled in a legal battle with the large film company IMAX. It has been reported that the claim is of Infringement of the IMAX 3D film conversion process, currently used to be able to play conventional media on the large IMAX 3D screens (see Stinger #408). The technology that In-Three is using is claimed to have been worked on for six-years, but the company had previously had an agreement in place to work with IMAX and had shared information.

A third contender waits in the wings in the guise of the formidable presence of Steven Spielberg, who announced in 2005 that he was involved in developing and release a NV3D system (non-glasses) based on plasma screens - and will be releasing a jointly developed film, ‘Monster House,’ in 2006 that uses this process. Seen as the holly grail of 3D, the launch of mass audience non-glasses wearing stereographic viewing is expected to be deployed first into the attraction scene before full cinema adoption.

It is unknown if the Chicken Little deployment will have an effect on the IMAX positioning, as a major part of their business was the large screen and 3D aspects of their facilities, a number of IMAX facilities installed as a component to a conventional cinemas. Only time will tell if 3D is about to see a startling re-appearance - or is a half hearted attempted to reverse a tumble in cinema attendance.

Either way this development will have an impact on the 3D / 4D development in the attractions scene.

Breaking Stinger News - Where SEGA in Asian shows held its Private Show for Autumn, changes were also being announced in the US venue scene. The reality of the changing mixed-use entertainment venue sector has been revealed with the increase in CEC and D&B revenue generation, but also some of the changes have started to consolidate the future of the market.

Emerging from bankruptcy protection, the GameWorks and SEGA venue holding operation which whose assets were acquired by the shadowy SS Entertainment, was greeted with the creation of a new operation to focus on the management and expansion of the venue and machine operation interests and the placement of new executives bring beverage and restaurant skills to what has become a confused picture.

The acquired GameWorks brand and assets by the SS Entertainment operation created by SEGA America to retake control of the venue operation has proven a bumpy ride. The tempestuous court challenge to acquire the assets with a low bid was achieved due to the dominant position that SEGA held (supplying machines, support and servicing) so effectively holding the heart of the operation.

With the emergence from bankruptcy protection for GameWorks, the SS operation has been replaced by the reformed SEGA Entertainment USA Incorporated (SEUI), which with a new director at its helm will compromise the 16 international ‘GameWorks’ flagship sites and accompanying ‘GameWorks Studio’ and ‘Arena Sports Bar & Grill’ venue addition. Regarding the Sports Bar chain, sources have confirmed that the fun-n-food element of the venue operation will be increased with adoption across the brand.

A focus on the food and beverage element of the new operation is seen in the hiring of an executive director to run the venue operation who comes from a background previously with Coca-Cola Company predominately in Japan, after their departure formed The Hybrid Group, Inc, currently owning the Crazy Crepes LLC with extensive Japanese contacts and a working relationship in Asian dealings. It was not known if the individual would be leaving Hybrid to work for SEUI or if he will be reporting to the Japanese directly (or whether crepes will play a part in GW’s future).

The bankruptcy protection of the crippled SEGA GameWorks L.L.C was needed after a troubled establishment of the mixed-use venue operation. A fallback from the collapse of the SEGA World initiative, and previous negotiations with Walt Disney; GameWorks was controlled till its sale by Universal Studios and then SEGA Enterprises. Previously DreamWorks had a prominent involvement in the design and development of the venues, but discarded involvement and investment following internal difficulties.

One question that has become more relevant for SEGA satellites is that of machine operation. In the bad old days SEGA relinquished the majority of its involvement in machine operation and venue development. In 2004 however with the acquisition by Sammy, has seen SEGA resurrected their investment in facility operation in their home market, and a trickle down has started to the US and European franchises.

With the new SEUI, there is a strong possibility that Adult Medal Games, Kid Vending (Card Games) and new ST system attractions will make a dedicated break into the venues, SEUI reporting to have circulated 400 units of the 15 latest AM titles over the last four months within the GW division. With SEGA executives directly involved in placement operation and obviously sharing in generated revenue; linked to an increase in the food element of their existing venue brand, new sites are promised to revival previous high aspirations for the operation.