3ality Digital Powers Live-Action Footage in Groundbreaking 3D Chuck Broadcast

3ality Digital Powers Live-Action Footage in Groundbreaking 3D Chuck Broadcast

3ality Digital's Technology and Production Capabilities Continue To Set Standard for Pixel-Perfect Live-Action Digital 3D.

BURBANK, Calif., Feb. 5 /PRNewswire/ -- 3ality Digital, LLC announced that the company's 3D production studio was responsible for shooting the footage used in the first-ever all-3D episode of a scripted television series, Chuck, which aired on NBC on February 2nd, 2009.

The episode took advantage of the fact that Intel Corporation distributed 125 million pairs of ColorCode 3D(TM) glasses on PepsiCo beverage displays in advance of the Super Bowl broadcast. The glasses were part of Intel's ongoing promotion of its InTru(TM) 3D technology, which was utilized by DreamWorks Animation in the movie Monsters vs. Aliens, coming to theaters in March. In addition to the promotional spots aired in 3D during the Super Bowl, the glasses could also be used to watch Chuck the following night.

"Chuck has broken barriers in television ever since the show debuted," said Sandy Climan, CEO of 3ality Digital. "So when we were approached about doing the show in 3D, it was a perfect match. This is a first for broadcast television, and a great example of the next step in the evolution that will bring progressively more immersive live-action digital 3D into the home."

3ality Digital's technology has streamlined 3D image capture to the point where shooting time can match regular 2D schedules, making the production of high-quality 3D content relatively easy for film, television and live entertainment. The company's technology also makes it possible to broadcast 3D programming using current 2D infrastructure, and corrects 3D images on the fly, which has enabled live broadcasts in 3D.

"Television shooting schedules are tightly coordinated," said Steve Schklair, CEO of 3ality Digital Systems, the technology and production arm of 3ality Digital. "We had to match the speed and quality of the regular 2D shoot. We averaged 35 to 45 setups per day, while capturing high-quality 3D footage throughout."

For Chuck fans who missed the broadcast, the episode is being streamed in both 3D and 2D on NBC.com. Simply search for the episode title "Chuck vs. the Third Dimension." Viewing in 3D will require the same ColorCode glasses used for the television broadcast.

The Chuck episode is the latest in a series of firsts for 3ality Digital. The company recently produced two ground-breaking live 3D sports broadcasts: The first NFL game broadcast in 3D (Raiders vs. Chargers on December 4th, 2008, in conjunction with RealD), and the first live 3D broadcast available to consumers (the BCS Championship Game on January 8th, 2009, in conjunction with Fox Sports, Sony and Cinedigm Entertainment). The company also shot the live-action footage for the first 3D commercial to air on broadcast television, which aired at the start of halftime during the Super Bowl on February 1st.

3ality Digital has also been active in the growing marketplace for 3D movies. The company's first production, U2 3D, which featured the band performing live in South America during the Vertigo tour, debuted in early 2008 to widespread acclaim. The film is still in broad international release, and will open in Japan next month.

About 3ality Digital

3ality Digital develops advanced technologies to power uniquely dynamic content and audience experiences in 3D. The company's mission is to deliver pixel-perfect 3D entertainment from image capture through broadcast, regardless of viewing platform, ultimately setting the standard for live-action digital 3D. Based in Burbank, Calif., 3ality Digital brings together world-class experts in the fields of filmmaking, science and technology to develop systems to power 3D broadcasts and environments in which audience members feel the action and become part of the moment. The company's debut production, U2 3D, was the first movie shot entirely in digital live action 3D, and has passed $20M in global box office, making it one of the highest-grossing concert films of all time.

Source: 3ality Digital, LLC

CONTACT: Angela Wilson Gyetvan of 3ality Digital, LLC, +1-818-333-3004

-------
Profile: intent