Could 3D breathe new life into cinema advertising?
Last week, digital transmission specialist Broadcast Australia became the first to broadcast 3D TV signals terrestrially over the air, as the rest of the world goes mad for all things 3D.
3D is attributed to making James Cameron’s Avatar the most successful box-office movie of all time.
And you’ll no doubt remember earlier this month when Hugh Hefner made headlines with his special 3D centerfold special June issue of Playboy.
And last week, Olympus launched a new advertising campaign for its new PEN E-PL1 camera that encourages viewers to go to a dedicated microsite (www.getolympus.com/PEN3d) and play around with 3D with a paper cut-out and a webcam.
3D is everywhere, and publishers and advertisers can’t seem to get enough of it despite reports that owning your own 3D set may actually be dangerous for your health.
So why all the fuss?
3D is about the next level, and the experience…as far as I can gather.
I remember going to Movie World on Australia’s Gold Coast when I was very young and saw a Marvin the Martian 3D movie there. It was pretty cool, fun, interactive…but it was also a novelty.
Imagine watching 3D all the time, it won’t always look so good. Perhaps this is a fad.
There’s a new movie out at the moment, Street Dance 3D. A movie about dancing in 3D. I can’t help but feel this is a space that is going to much like social media, a long-term experiment with sometimes, little pay off.
What do you think? Can advertisers benefit from our 3D fascination? It’s certainly going to be hard, and expensive, until the spectrum becomes mainstream. Still, there’s room to make a big impression.
3D advertising is one area expected to grow within in-theater advertising this year. Recently, Samsung ran a 3D ad in theaters prior to airings of the DreamWorks animated movie How to Train Your Dragon, for its new line of 3D TVs.
As more films are released in 3D, more theaters are investing in 3D-capable screens in the hopes of convincing consumers to leave their DVD players and video-on-demand behind and come to the movies.
3D, in fact, could mark the rebirth of cinema advertising. Since the beginning of the financially crisis, cinema advertising has suffered falls and failed to since report any growth since the recovery. 3D could be just what the medium needs to kick start growth again.