3D Advertising debuts on Indian cinema screens

Reliance MediaWorks Ltd., India's fastest growing film and entertainment services company and a member of the Reliance group now offers 3D Conversion services to Indian advertisers.

The first advertisements to be converted into 3D by Reliance MediaWorks is for Reliance Netconnect's "It's Fast. Are You?" campaign, which includes 3 action-packed films that feature a flaming car, an elephant chase and a charging train. The films were scripted and shot by Grey India keeping the 3D format into consideration and would be screened across BIG Cinemas from 26th August.

Sanjay Behl, Group Head- Brand & Marketing, Reliance Communications said, "With our world-class network quality and wireless data penetration in over 1000 towns, we are confident of delivering the fastest Wireless Broadband speed in the country, tested at levels of upto 28 MBPS, powered by the superior MIMO Technology. The ad campaign demonstrates that Reliance Netconnect's GSM and CDMA wireless data product range delivers the best broadband speeds in over 1000 towns across the country, thereby resulting in a delightful customer experience"

Reliance MediaWorks currently operates one of the largest Stereoscopic 2D to 3D Conversion services facilities in India at Navi Mumbai and has a dedicated team of 400 artists. The company has recently completed VFX and 3D Conversion work for the remake of Conan the Barbarian and has also provided 3D solutions for Avatar, Journey to the Center of the Earth, U2, X Games 3D: The Movie and Step Up, among others.

As per the PWC report, in 2010 the OOH industry grew by 12 per cent, that is, from INR 12.5 billion to INR 14.0 billion and in 2011 OOH media is expected to yield phenomenal growth due to increase in advertising growth. With the increased consumption of 3D films in the country, In-cinema 3D advertising has the potential to capture a significant share of the OOH pie in India.

Commenting on the development, Anil Arjun, CEO of Reliance MediaWorks said, "There are over 230 3D cinema screens in India and they offer an engaged and seated audience with a leisure mindset. By using our hi-end 3D conversion services, advertisers can offer an immersive, fun and innovative experience to this captured audience, which will help strengthen the brand recall. With technology advancements in 3D televisions, in the near future we will also witness 3D advertising reaching home entertainment."

The company's bouquet of 3D services includes stereoscopic 2D to 3D Conversion, 3D services for any type of 3D alignment issues, image and detail enhancements, grain and noise management and on-set consulting, DI grading for 3D, creation and handling of 3D DCPs and 3D camera services.


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