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BMW X3 uses 3D commercial technology developed by emotion3D

emotion3D provides BMW with a high-quality service for retargeting existing stereoscopic 3D content for viewing on glasses-free 3D screens. The BMW X3 is the first automotive commercial to use the technology.

[by Frank]

emotion3d, a Viennese start-up in Austria, won the tender for the prestigious BMW deal with an efficient software solution for editing 3D films.

3D commercials is now added as one of many next waves in automotive marketing and communication.

Using the software solution, BMW literally enabled emotion3D to land its first commercial success by editing its new commercial for the BMW X3.

At the core is a powerful software engine that automatically generates depth maps from stereo 3D material. Content creators can then edit in the 3rd dimension and render virtual cameras.

The revolutionary tools in emotion3D’s Stereoscopic Suite X1, for example, facilitate compositing shot material, editing the depth script, and finishing for different targets (e.g. cinema, home theater, laptops and glasses-free 3D displays).


1. Depth manipulation: Perform depth grading, comfort zone control, continuity across scene cuts, compression & expansion of the depth range. Stretch, clamp and scale effortlessly.

2. Finishing for target display: Re-render your shot content with the correct perspectives.

3. “Fix it in post”: Adjust interocular and convergence independently.

4. Depth keying: Use powerful depth-based segmentation in your post.

Expect More 3D Commercials from Automotive?

The 3D commercial will be shown by BMW at numerous car dealerships around the world and in a few selected showrooms in auto stereoscopy. This is the generic name for three-dimensional imaging technology that negates the use of special glasses and similar headgear.

Question is, will this start a new trend in automotive marketing?

emotion3D edited the BMW X3 commercial in a highly qualitative, inexpensive and efficient way, creating these 3D displays. As a result, viewers are taken into a new, groundbreaking dimension of 3D entertainment and are offered a variety of different perspectives.

emotion3D has been funded and supported by INiTS Universitäres Gründerservice Wien GmbH. This consulting service of the Centre for Innovation and Technology of the City of Vienna, the University of Vienna and the Vienna University of Technology supports and advises graduates, employees and students at universities and universities of applied sciences on putting their business ideas into practice and founding start-ups.

About the Author: After 39 years in the auto industry as a design engineer, Frank Sherosky now trades stocks and writes articles, books and ebooks via, but may be contacted here by email:

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Marchon3D and UltraStar Cinemas to Test First Ever In-Theater Vending Machine for EX3D Glasses

[Press Release]

Marchon3D(TM) and UltraStar Cinemas have teamed up to create the first in-theater, self-service vending machine for Marchon3D’s patented 3D glasses.


Marchon3D, the premier designer and supplier of the most technologically-advanced, circular polarized 3D eyewear on the market, has created an innovative custom vending machine for theater-goers. Beginning in the summer 2011 – just in time for the summer blockbuster season – 3D movie-goers in San Diego will be able to purchase the newly released line of EX3D glasses with patented M3D lens technology in the UltraStar Mission Valley Cinemas.


This state-of-the-art vending machine will have a sleek digital interface and be extremely user friendly, allowing consumers to browse and select from a wide assortment of EX3D glasses, pay with a quick swipe of their credit card and then take their seat to enjoy the show!


“This is the first time we’ll be offering our EX3D glasses for sale in theaters and the first time we’ve ever built a self-service installation like this. 3D has become so pervasive in our culture, and 3D theaters are the most popular venue where we consume 3D content – having our glasses in-theater with a reputable partner such as UltraStar Cinemas makes perfect sense,” said David Johnson, president, Marchon3D. “Today’s consumer has a vast digital footprint, using more digital devices than ever before. Marchon3D glasses are designed to easily move them through the 3D component of their digital ‘life.’ The EX3D glasses delivered in this vending machine can be used across all passive 3D platforms including movies, video games, 3D televisions and laptop computers and they offer a mix of style, comfort and affordability.”


Movie fans can choose from adult, tween and children’s sizes in a variety of trendy colors and fashionable shapes. Marchon3D will also offer smart solutions for prescription glasses wearers including clip-on lenses that easily work on any prescription frame as well as frames that comfortably fit over the entire prescription frame. Prices will range from $25-$80.


“We want to provide the best possible 3D movie experience to our customers and there is no better way to do that than to offer best-in-class and best-in-value 3D glasses from Marchon3D,” said Damon Rubio, vice president of operations for UltraStar Cinemas. “With well over 40 3D movies coming out within the next year, it makes sense to invest in a comfortable, well designed pair of glasses that will deliver a top-notch movie viewing experience.”


The test in the San Diego theaters is slated to begin in June and last three months. Marchon3D plans to roll out additional vending machines in other markets in the upcoming months.


“Marchon3D is the first company to really take a 360 degree look at today’s consumer and think about what they want in a pair of 3D glasses,” said Hannah Sarbin, vice president of new business development, Marchon. “They want an exceptional 3D experience from a technical standpoint, and they want something that fits their lifestyle and personality. They don’t want the same old black frames and flat lenses that come with the cost of a movie ticket. Studios and manufacturers spend hundreds of millions of dollars pushing the boundaries of 3D technology, why settle for the generic 3D glasses for that experience?”


Marchon3D is attending CinemaCon and will have a suite in the Augustus Tower of Caesar’s Palace. If you are interested in making an appointment to check out the glasses and discusses this latest partnership, please contact

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Verizon Joins the Executive Board of the Entertainment Technology Center at USC

Verizon Enterprise Solutions will lend its technology expertise to the Entertainment Technology Center at the University of Southern California (ETC@USC) through a seat on ETC@USC’s executive board. Verizon’s global cloud, IP and wireless networks, managed security services, end-to-end digital content solutions and technology-related professional services are used by media and entertainment companies to create, transport, manage and deliver digital content around the world, on any platform,  anytime.

ETC@USC is a nonprofit, member-funded entertainment technology think tank and research center, affiliated with the USC School of Cinematic Arts. It brings together senior executives, innovators, thought leaders and catalysts in a neutral setting to explore issues related to the creation, distribution and consumption of entertainment content. Verizon’s participation on the executive board will provide media and entertainment companies with opportunities to learn how Verizon’s media-focused solutions, network and technology expertise can help the industry transform its future.

“The goal of the ETC@USC is to bring industry and technology experts together to develop the solutions that will propel us through the next 20 years,” said Kenneth Williams, CEO and executive director of the ETC@USC. “Verizon’s broad set of technologies and deep industry experience will provide a unique voice on the executive board. We look forward to their active participation.”

Scott Spector, global head of Verizon’s media and entertainment vertical, added: “Verizon is committed to the media and entertainment industry, and our participation with ETC@USC will allow us to support and potentially drive innovation in the industry. There’s a vast range of opportunities to integrate technology and improve everything from digital content production through digital distribution, creating an optimal experience for the industry.”

Verizon Enterprise Solutions creates global connections that generate growth, drive business innovation and help shape tomorrow’s biggest ideas. With industry-specific solutions provided over Verizon’s secure mobility, cloud, strategic networking and advanced communications platforms, Verizon helps open new opportunities around the world for innovation, investment and business transformation. Visit to learn more.

The Entertainment Technology Center at the University of Southern California (ETC@USC) is a think tank and research center within the USC School of Cinematic Arts that brings together senior executives, innovators, thought leaders, and catalysts from the entertainment, consumer electronics, technology, and services industries along with the academic resources of the University of Southern California to explore and to act upon topics and issues related to the creation, distribution, and consumption of entertainment content.  ETC@USC helps drive collaborative projects among its member companies and engages with next generation consumers to understand the impact of emerging technology on all aspects of the entertainment industry, especially technology development and implementation, the creative process, business models, and future trends. (

Verizon Communications Inc. (NYSE, Nasdaq:  VZ), headquartered in New York, is a global leader in delivering broadband and other wireless and wireline communications services to consumer, business, government and wholesale customers. Verizon Wireless operates America’s most reliable wireless network, with more than 108 million retail connections nationwide. Verizon also provides converged communications, information and entertainment services over America’s most advanced fiber-optic network, and delivers integrated business solutions to customers worldwide. A Dow 30 company with more than $127 billion in 2014 revenues, Verizon employs a diverse workforce of 177,300. For more information, visit

VERIZON ENTERPRISE SOLUTIONS ONLINE NEWS CENTER: News releases, blog posts, media contacts and other information are available in Verizon Enterprise Solutions’ online News Center at News from Verizon Enterprise Solutions is also available through an RSS feed at

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