The future of advertising is 3D, says Jon Landau
“3D is going to be the future of advertising. 3D is going to be thefuture of all of our viewing.” So said Oscar-winning producer JonLandau on arriving at the Cannes International Advertising Festival(June 22), reports the Lions Daily News. Advertising, he said, will have to adopt 3D. “With 3D viewing, youretain more information. Imagine that product floating in front of youand being able to grab on to it. People are going to retain that[message].”
But cinema, he added, is also in ever-closer union with advertising.”What we looked to do with Avatar was to use other media to enhance theworld and the background of Avatar. Thanks to partnerships withcompanies like Coke Zero and Panasonic, we were able to use theirinternet avenues and their campaigns to extend the world of Avatar. Ithink that’s important to do today — to use advertising to enhance thestories we are telling.”
He added: “Advertising is key to what we do. Every movie we make is anew product and we have to introduce it to the marketplace. The onlyway to do that is through advertising.”
But, Landau said, advertising isn’t what it used to be: “Traditionallyfor our business, it used to be film, print and television. Now, youhave the internet and mobile devices. You want to embrace all thesethings and make them part of your advertising campaign, to make itviral.”
His advice to young producers was succinct: “Look to embrace all media.Don’t think that the story you are telling on film has to be the storyyou are telling on the internet.”
Landau is looking to work with mobile operators, and he is also talkingto Microsoft. For the film world, the next big step, he said, is ahigher frame rate: “People don’t realise how much 24 frames per seconddiminishes film. Interactivity is the key to a lot of what is going tohappen. We have to bring interactivity into the cinema. Now, withdigital servers, is it possible that an audience’s reaction to a moviecould change the ending.”
25 Comments
flying cars are too.
3D my arse.
3D?
Yes.
That’s it.
Go to bed now.
It’s getting late.
What is this the frickin 1950’s
Shuttles to go shopping on the moon will be huge too.
Copy this article and post it in five years…should be intersting.
Yes, and goatees are making a big come back too. Ha ha ha…
An audience’s reaction could change the ending, huh? And interactivity is the future, hmm? So what he’s saying is that the future of movies is computer games? Cool.
You know what? He’s absolutely right. However, it will be, as always, the best ideas that win. Good luck to those teams who harness it first.
3D fucks with my eyes, so it won’t be in my future.
Yeah I always thought ‘The Godfather’ would have been such a better film if Brando had a Coke in his hand.
I dunno.
As soon as you saw what the internet could do, you knew it was going to be the shit. As soon as smart phones were created, you knew you had a whole new platform.
But 3D, it’s just a technique… an dubious enhancement on an existing medium. I call it as a passing fad.
Theatre has been interacting with the audience for 3.000 years.
Avatar was a boring gimmick. You sir, are a fool.
It’s true what he says about the frame rate.
I think it was Douglas Trumbull who found that if you up it to around 50 fps, it tricks the brain into thinking the screen is a window.
Imperfections like film grain and dust specks disappear.
For most purposes it’s like 3D unless an object is very close.
In other words, higher frame rates are better in some ways than 3D without all the screwing around with glasses and dual projection etc
Its all well and good to say “With 3D viewing, you retain more information. Imagine that product floating in front of you and being able to grab on to it. People are going to retain that [message].” But that presumes that a viewer would keep uncomfortable, silly looking glasses on during an ad break. Sometimes its not about what the advertiser will do, its about what the consumer will do. As a viewer I wouldn’t give a sh!t about a coke bottle flying at my head. I’ll take the glasses off and not even be able to read the logo.
With 1 in 5 cinemas in Australia capable of 3D (let’s call it by the correct name – Stereoscopic 3D or S3D), we have a huge take up already on our hands in the world of feature film distribution.
Add to that broadcasts of major sporting events to both TV at home – with the right TV set – as well as into cinemas for special events such as the World Cup.
S3D a passing fad? Don’t think so.
Driven by Hollywood, eaten up by Sony, LG, Panasonic, Samsung, JVC, Dolby and RealD to name a few, this “fad” won’t pass. And wait till Prada get in on the act and do get the glasses looking good.
I’d have thought it was up to creative minds to work with it, not against it.
Copy the post above and read it in five years and have a good chuckle.
Dear Chuckles
So what you’re saying is don’t bother trying to integrate commercial content that precedes films that have become the highest grossing box office of all time. Just use the same 2 dimensional work that gets run on TV?
I’d have thought this is an opportunity to extend the ideas to make use of this new technology? It won’t make a crap idea work any better but maybe it’ll add to the experience of a good idea. Try it.
Copy your post and read it in five years and have a good chuckle.
It’s interesting that for years, pundits predicted ever higher and higher resolution/frame rates/3D etc.
Yet no-one really predicted the impact of what are essentially low resolution media: YouTube, web video etc.
The future is here. It’s both Hi-res and Lo-res.
OMG…. !!!!! your fucking kidding me!!!!!!….
That’s what my client said when we gave him the price for ad shot on 3d and posted with some effects shots splashed through out.
Then he asked me how many 3d TV’s were out there in the public that were actually switched onto 3d mode with 3d glasses permanently super glues to peoples heads so they did not miss the AD when it came on in 3D.
I just shrugged my shoulders stupidly and looked over at the person that recommended it as a great idea….
I think he’s working at McDonalds now….
Time will tell i suppose.
To those writing off 3D as a fad because of things like annoying glasses, in a year or two 3D tvs won’t require glasses. The just-announced Nintendo 3DS is 3D without glasses. As creatives (I’m assuming you are since you’re on this blog) it’s part of your job to keep up with developments in technology.
Yeah, fine.
So when 3D tv gets any kind of market penetration, then we can start thinking about it. It’s hardly a game-changer though. Same format, just somewhat enhanced. More of an issue for the production guys, I would’ve thought.
But if this thing catches on, just watch clients demanding gratuitous scenes where the talent shoves the fucking product right out of the screen into your face.
Goodbye subtlety.
Having said that, there’ll probably be a cheap lion in it for the first few people to do anything even remotely not shit in this format.
It doesn’t matter if it’s in 3D if the frame rate and resolution are low.
When you view something that is mid to long distance away, both eyes see essentially the same image. Even the best 3D technology in the world is essentially wasted.
It is only objects very close up that are perceived by the eyes as two separate images.
A better path is to improve image resolution, which with Blu-Ray is getting there at least, although the frame rate is too low being based on traditional formats.
Great image-makers like Ansel Adams, Stanley Kubrick and Alfred Hitchcock worked with high resolution formats (8 x 10 and 4 x 5 still negatives or large format movie film). Hitchcock even made at least one film in 3D but remained unconvinced by the process.
It’s all about resolution and frame rates, because that’s what our eyes are: high-resolution, ultra high speed, image capturing devices.
I think some of this is missing the point. Pretty much in this order, 3D will be driven by
– The cinema experience
– Gaming
– Major sporting events in 3D
– Releases of 3D films onto free to air
– Corporate events, product launches
– And get this – porn.
And to Toia’s point, yep, it’ll cost more if there are VFX involved. But as the crews and post get more experienced, it’ll get cheaper. But you’d know that. Perhaps start with the simpler ideas to execute?
And it can be used in a subtle way (not sure about the porn part)
This is like saying “The future of advertising is surround sound” 10 years ago. Some ads are mixed in surround. Most aren’t. Whoppity-doo.
If he said “The future of advertising is tattoos” I probably would have paid more attention.
i just splashed out on 103inch 3d set this week frick amazing. the images are so good tooo real. last night i feel asleep watching the Maori Channel. when i woke up this my wallet was gone…