LG Gets Film Students Thinking In 3D

By Greg Tarr -- TWICE, 4/29/2011

NEW YORK - Continuing to generate buzz over its Cinema 3D passive-glasses-based 3D LCD TVs, LG Electronics hooked up with the Flashpoint Media Arts Academy here Thursday night to preview a number of student 3D short films on the new sets during the 2011 Tribeca Film Festival.

Beth Janson, Tribeca Film Institute executive director, speaks during an intimate screening of the Tribeca Flashpoint Media Arts Academy's student short films using LG Electronics' Cinema 3D technology.

Flashpoint students and faculty developed content supported by LG to demonstrate how future filmmakers can make an impact using 3D technology.

 LG hoped that the debut of the young filmmakers' 3D content would encourage additional involvement in the creation of 3D media and help to build the industry's collective 3D content library.

 The Tribeca Flashpoint students and faculty developed the content as part of and LG-sponsored program to help give budding filmmakers experience with the new medium.

The short features included: "The Flying Wallendas Highwire Family," which leverages 3D images with the excitement and tension inherent of a live high wire performance.

 "The Universe of 3D," was an animated short offering a fun and interactive take on the LG logo, demonstrating how a 2D image can be transformed into a compelling visual experience. 

"Our students and faculty are very pleased to have the rare opportunity to work with the latest in digital film and 3D technology," stated Howard Tullman, Tribeca Flashpoint Media Arts Academy CEO. "This experience will give them an edge as they begin their careers outside of the classroom."

Jon Patricof, Tribeca Enterprises COO stated: "For those of us in the film industry, it's exciting to see young filmmakers break ground with emerging media like 3D. LG's relationship with Tribeca Flashpoint Media Arts Academy has given these students an opportunity to learn more about a rapidly growing technology in their field, and we're very happy with their work that is being shared with the broader film community at the Tribeca Film Festival."

LG said that longer-term, it is hoped that the alliance will benefit consumers with additional 3D content that can be watched at home.

John Weinstock, LG Electronics USA marketing VP, speaks during an intimate screening of Tribeca Flashpoint Academy's student short films using LG's next generation 3D technology during the 10th Annual Tribeca Film Festival, Thursday. The films were previewed on LG's Cinema 3D HDTVs.

The new LG Cinema 3D HDTVs used to present the films are in stores now and offer a more affordable 3D alternative to active-shutter 3D TV sets. LG said the passive-glasses approach (called film patterned retarder technology) also provides brighter images with less discomfort than some systems based on pricier active-shutter glasses. However, the technology also produces 3D images at lower resolution levels than most active-shutter approaches.

The passive-glasses system is similar to 3D technology employed in movie theatres.

Additionally, because the glasses do not need to sync with an emitter, viewers can watch from more angles in the room. Their lower cost also makes it easier to buy additional pairs to host parties to watch 3D movies or sporting events.

Attendees can see the Cinema 3D LCD TV home theatre technology on display at various Festival venues including Chelsea Clearview Cinemas and AMC Lowes Village 7.

"We hope that our alliance with Tribeca and the Tribeca Flashpoint Academy will inspire more young filmmakers to create 3D content for consumers to enjoy," said John Weinstock, Vice President of Marketing for LG.  "The 3D films created by these students capture the exciting possibilities of the 3D experience, so it's only fitting that their debut is on the next-generation 3D TV, LG Cinema 3D."

LG Electronics is the official HDTV sponsor of the 2011 Tribeca Film Festival, where it has installed more than 50 LG Cinema 3D HDTVs and a host of Blu-ray disc players in movie theaters, box offices and special event locations throughout lower Manhattan during the 12-day festival, which wraps up this weekend.