Sunday, January 17, 2010

Element Technica 3D

Technology is moving faster than most of us can learn it. We raced to learn digital capture after a life of learning how to shoot and expose film. In the past 12 months we've seen another big change in our industry.

Print advertising has scaled back, ad agencies have cut their workforce (some by half) and their need for what once was our bread and butter, the delivery of the still image. They are looking at the new ways in which to capture the public attention. The web, outdoor advertising, indoor advertising, Vimeo, YouTube, Facebook, Hulu and more are now outlets for advertising, movies, and television.

As we start to gaze into the crystal ball to look into the future we also see that 3D is making a strong push, and companies like Element Technica are developing equipment in which to help create content for this emerging technology. Many of the current movies in production are 3D. All the major TV makers have 3D units (Phillips, Toshiba, Sony, Samsung, LG, Panasonic) and with broadcast starting to air 3D this summer (ESPN 3D Sports Network) the game is again changing. No longer will we need to don our silly glasses in a theater, we will be wearing our designer 3D glasses at home.

The rig pictured above (named Quazar) is set to handle large camera such as RED, Genesis or Arri. ET has at least two other models which will accommodate cameras such as the Canon 5D or 7D, and the much anticipated RED Scarlet and Epic.

If you like the photo, thanks, I shot it.


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