It’s probably not going to happen, but Sony could have received at least co-star billing on theater marquees when “Avatar” opens today.
As they say in L.A., we’re 3D players. From content creation and authoring, to providing the cinematic community with the technology it needs to bring its stories to life, Sony is present is every aspect of the emerging format.
Taking audiences from their theater seats to the mythical land of Pandora in “Avatar” are Sony high-definition digital cinematography cameras. Cinematographer Vince Pace used the cameras to combine live action sequences with state-of-the-art special effects.
The Sony cameras were specially modified for 3D production, and used to shoot the majority of the movie’s jungle and action sequences, as well as soundstage work for interaction with the CG characters.
According to Pace, the cameras allowed his team to “create a unique and completely immersive 3-D experience . . . without impacting the creative direction of the film or disrupting the actors’ performances.”
This movie is the result of nearly four years of production, and what movie-goers will see on the screen represents the pinnacle of 3-D technology. Check out this article from the New York Times for more details.
So here’s hoping “Avatar” does well and increases visibility for the 3D platform. I think it’s a pretty safe bet both things will happen.
After all, that’ll be good for Sony and ultimately, good for consumers as well.
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