3/4/2008
CONCRETE AND AXIS OPEN EUROPES FIRST STEREOSCOPIC 3D GRADING SUITE
Concrete and Axis, the stereoscopic 3D specialists in the industry at the forefront of innovative technology are thrilled to announce that Europe''s first stereoscopic 3D capable post production suite has officially launched today at Concrete in Soho''s Dean Street and is available for viewings, demonstrations and production.
David Cox, Joint MD of Concrete explains "3D film making, whether for films, commercials or corporate use, promises the biggest step-change in visual media since the advent of colour TV. That means that the approach to filming and shooting; editing, visual effects and graphic design needs to be updated to make the best of this exciting format. Axis and Concrete jointly aim to provide a centre of excellence and principal knowledge-base for all these skills under one roof."
The stereoscopic DI suite represents a joint venture between Concrete Post Production and Axis Films. Paul Carter, MD of Axis comments: "Our alliance with Concrete means that we can provide the expertise and equipment to shoot 3D material using a variety of camera systems, as well as continue with that support seamlessly through the entire post production process. This provides our clients with unrivalled "full project" support from script to screen."
The DI (Digital Intermediate) suite is based around Europe's first installation of a Stereoscopic Pablo, Quantel''s 4K real-time grading system with the capacity to grade up to 4K and 2K images for cinema, as well as high definition (HD) and standard definition (SD) images for TV and digital projection. Furthermore, using dual projectors with polarising filters, the suite can display stereoscopic 3D material and manipulate it in real-time.
Stereoscopic applications for the suite include 3D movies, corporate presentations and cinema advertising. The commercial viability of 3D was proven, as a comparison, when theatres showing the 3D release of "Beowulf" earned a gross profit, which was three times more than theatres showing the same film in 2D. Current 3D features in production include "Shrek 4", "Hobbit", "Toy Story 3" and James Cameron's "Avatar". Disney has also been pioneering the digital 3D format recently with releases such as "Chicken Little" and "Meet the Robinsons." "Hannah Montana" was one of the first films to be digitally shot in 3D and distributed. Meanwhile, distribution techniques have emerged that could enable event broadcasts to digital theaters. Stereo 3D is being engaged for sporting events as well as concerts. Stereo 3D events for motor shows and corporate promotions are also quickly becoming exciting areas of exploration.
Following the successful two-day event at Axis Films in Shepperton this month, Concrete and Axis will be available for viewings on an appointment basis to demonstrate the benefits of Stereo 3D in the industry in London''s Soho. Viewers will be taken on an exciting 3D tour from acquisition, right through to post, with Axis and Concrete showing examples from different 3D genres. Stereo 3D programmes will immerse the viewer into a compelling viewing experience not to be missed.
Axis provides a wide variety of camera systems for rental, including Silicon Imaging's highly rated SI-2K camera. Axis also provides post production facilities at Shepperton Studios. Concrete Post Production provides offline editing, online, visual effects, graphic design, CGI, colour grading and surround audio post production in Soho, London.
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