JAMES Cameron’s sci-fi cinematic release Avatar (2009) was an epic in more ways than one. Receipts from the film passed the USD 1 billion milestone after only 17 days in release. The film benefited from another factor: Not only was it shown in 2D, but 3D and ‘max 3D versions were also released.
The fundamental theory behind 3D technology has implications for every type of B2B and B2C meeting or event, ranging from trade shows and conferences to consumer events. Why should MICE professionals capitalise on this trend?
In today’s highly competitive landscape, MICE professionals need to create a brand experience that will attract audiences and even retain existing ones. This means building up the ability to understand how your various audiences come into contact with the brand and creatively communicate the features and benefits of the brand in a highly realistic digital format to gain maximum exposure. 3D technology is the one element that will ensure every event goes from ordinary to extraordinary.
The added depth information in 3D allows users to grasp the understanding of a product or service more quickly and accurately. As meetings and events move to the center of the marketing mix, MICE professionals should use 3D technology to stand out in increasingly competitive markets. As it is becoming 60 mice.net ASIA
A NEW DIMENSION FOR PRESENTATIONS
The concept of 3D is not new, with the first 3D motion picture in the world dating back to as early as the turn of the 20th century. But a growing number of recent Hollywood releases, cemented by the runaway success of Avatar, have sparked a renewed interest in 3D technology.
more challenging to attract and retain audiences’ attention, meetings and events that show 3D technology can make the experience more realistic, more eye-catching and more attractive. Auto-stereoscopic 3D technology provides a glasses-free 3D experience and is considered the next generation of technology in the 3D display market. When a person views a 3-dimensional object, the person’s left and right eyes see the object from slightly different angles. The person’s brain receives the images from both eyes and is able to perceive depth and see the object in 3D. 3D displays simulate this process by providing slightly different images to the viewer’s left and right eyes. Stereoscopic technology uses glasses to filter different images to the left and right eyes.
Auto-stereoscopic technology, on the other hand, uses lenses or barriers within the screen to project different images to different eyes without the help of glasses. The vision of fully auto-stereoscopic vision (ie. true 3D without the need for glasses), has been realised with Miracube auto-stereoscopic displays. Aonia, which is Miracube’s marketing and distribution agent, is pushing the 3D signage technology as it does away with the need for glasses, whilst delivering dead-zone free 3D effects. From a consumer research standpoint, these displays will literally capture the attention of targeted consumers for the critical first three seconds.
This has been proved through consumer behaviour research to be critical towards encouraging a purchase decision, moving consumers from the ‘Attention to Intention’ stage. Miracube’s leading 3D technology promises to do exactly that, urging consumers to take a closer look at the most critical times at advertised products or services to positively impact their buying decisions. The commercial applications of auto-stereoscopic 3D technology are wide-ranging, benefiting anyone who needs to capture audience attention for their product, service or message. The future is already here, and it looks fabulous in 3D.
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