News Stories

Transformers: The Ride 3D primed for Super Bowl spotlight

2.3.2012

[HeroComplex]

If you tune in to the Super Bowl on Sunday you’ll see a parade of commercials for Hollywood’s upcoming heavy-hitter hopefuls (“The Hunger Games,” “The Avengers,” “G.I. Joe: Retaliation,” “John Carter”)  but two even bigger box-office brand names — “Transformers” and “Star Wars” — will be selling something beyond the silver screen.

“Star Wars” is back in a Volkswagen ad (after last year’s super-popular tiny-tot Darth Vader spot) while the massive space robots from Michael Bay’s film franchise will be bringing their unique version of heavy-metal combat to a pre-game, 30-second ad for Transformers: The Ride 3-D, which opens in May at Universal Studios Hollywood.  …

Read the full story here; http://herocomplex.latimes.com/2012/02/02/transformers-the-ride-3d-primed-for-super-bowl-spotlight/

3D Technology May Be Used to Screen for Vision Problems says Vision Therapy Expert

2.3.2012

[Press Release]

Three-dimensional viewing technologies, such as those in theaters across the country, are often criticized for causing dizziness and discomfort in some individuals. However, some optometrists believe that this fact may have a redeeming purpose in the diagnosis of vision disorders. …

A recent criticism of 3D viewing technologies is that people complain of dizziness, discomfort, and lack of depth when viewing three-dimensional images, a condition which has been dubbed “3D Vision Syndrome.

With studies into potential lasting harmful effects of 3D technology having so far been inconclusive, optometrists are beginning to see 3D Vision Syndrome as an indication of a bigger, underlying vision problem in those who suffer from it. “In most cases, this is a strong sign of a binocular vision disorder, such as convergence insufficiency,” vision therapy expert Dr. Tod Davis explains.

Vision therapists often employ a wide variety of techniques in order to permanently correct problems with eye teaming and visual intelligence. Convergence insufficiency is a treatable vision disorder in which the eyes have difficulty focusing on near objects for extended periods of time. According to Dr. Davis, “The eyes drift out despite trying to do near work.”

Other than 3D Vision Syndrome, no adverse effects have been discovered for the use of 3D technology.  …

Read the full story here: http://www.prweb.com/releases/vision-therapy-dr-davis/frederickburg-va/prweb9156498.htm

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Specification for Naming VFX Image Sequences Released

ETC’s VFX Working Group has published a specification for best practices naming image sequences such as plates and comps. File naming is an essential tool for organizing the multitude of frames that are inputs and outputs from the VFX process. Prior to the publication of this specification, each organization had its own naming scheme, requiring custom processes for each partner, which often resulted in confusion and miscommunication.

The new ETC@USC specification focuses primarily on sequences of individual images. The initial use case was VFX plates, typically delivered as OpenEXR or DPX files. However, the team soon realized that the same naming conventions can apply to virtually any image sequence. Consequently, the specification was written to handle a wide array of assets and use cases.

To ensure all requirements are represented, the working group included over 2 dozen participants representing studios, VFX houses, tool creators, creatives and others.  The ETC@USC also worked closely with MovieLabs to ensure that the specification could be integrated as part of their 2030 Vision.

A key design criteria for this specification is compatibility with existing practices.  Chair of the VFX working group, Horst Sarubin of Universal Pictures, said: “Our studio is committed to being at the forefront of designing best industry practices to modernize and simplify workflows, and we believe this white paper succeeded in building a new foundation for tools to transfer files in the most efficient manner.”

This specification is compatible with other initiatives such as the Visual Effects Society (VES) Transfer Specifications. “We wanted to make it as seamless as possible for everyone to adopt this specification,” said working group co-chair and ETC@USC’s Erik Weaver. “To ensure all perspectives were represented we created a team of industry experts familiar with the handling of these materials and collaborated with a number of industry groups.”

“Collaboration between MovieLabs and important industry groups like the ETC is critical to implementing the 2030 Vision,” said Craig Seidel, SVP of MovieLabs. “This specification is a key step in defining the foundations for better software-defined workflows. We look forward to continued partnership with the ETC on implementing other critical elements of the 2030 Vision.”

The specification is available online for anyone to use.

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