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Second screen content, coming soon to your movie theaters

[The Next Web]

The cinema advertising company Screenvision is launching a second-screen experience for movie theaters. Called The Limelight, it will let users browse additional content before their movie starts.

To access this pre-movie content, they will have to download a specific app,Screenfanz, which is already available for iOS, with an Android version coming within a few weeks.”

The app, which belongs to Screenvision, includes a large range of entertainment options, from practical information on movie sessions to gaming and social features. For instance, movie-goers will be able to check-in, share content through Facebook, earn points and compete for film tickets.

On paper, the concept sounds quite promising. While we wouldn’t necessarily want to get distracted during the movie itself, watching trailers and commercials doesn’t require more attention than TV viewing. This means that moviegoers may want to play with a second-screen app on their phone – as long as the content is interesting enough.  …

According to the company, brands that participated in the Limelight pilot research “delivered 54% unaided ad recall with nearly half intending to purchase these brands in the next year.” …

Read the full story here: http://thenextweb.com/media/2012/04/06/second-screen-content-coming-soon-to-your-movie-theaters/

TV Technology Quotes Phil Lelyveld about Glasses-free 3D

“In terms of a marketable product, it is clearly many years away,” said Phil Lelyveld, program manager, Consumer 3D Experience Lab in the Entertainment Technology Center at USC. “3D is the one of the first art forms that impacts your visual system and can have a health response on it. Some autostereoscopic display technologies can be very age-dependent, and market research has found that people in their early 20’s and younger can more readily accept the AS3D effect, but people in their 20’s and older find it very annoying.”

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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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