LG Premieres LG Cinema 3D Technology

Hollywood celebrities including Ben Stiller, Samuel L. Jackson, Nicole Kidman, Jamie Foxx and Jane Lynch were among the first to experience the next generation 3D TV ─ LG Cinema 3D ─ Saturday at the 26th Film Independent Spirit Awards. 

According to LG, the star-studded awards ceremony embraced 3D technology for the first time in-show with a specially-produced two-minute 3D short that was viewed by more than 1,400 attendees on LG Cinema 3D HDTVs positioned around the venue and on stage.

As 3D technology is getting more pervasive, major players in the technology and entertainment markets are targeting consumers with their new offerings.

For example, a joint venture of Sony Corporation, Discovery Communications and IMAX Corporation is offering a 24/7 fully programmed, general entertainment 3D television network in the U.S. (Read: Entertainment Majors Build 3D TV Network)

Leading movie makers are also trying to leverage the increasing 3D craze. The Amazing Spider-Man from Columbia Pictures is being shot entirely in 3D. It will be released on July 3, 2012. (Read: The Amazing Spider-Man Coming in 3D)

Also, RealD and Toshiba have entered into a marketing and promotions alliance for the upcoming feature film event Carmen in 3D, filmed at the Royal Opera House, Covent Garden.

As part of the agreement, Toshiba will receive presentation rights for the film’s worldwide theatrical release and secures exclusive rights during a promotional period to package 3D Blu-ray Discs of Carmen in 3D with select 3D-enabled Toshiba brand consumer electronics, including TV, PC and Blu-ray devices. (Read: Partners Join Hands to Market Carmen in 3D)

Moreover, Nintendo introduces portable entertainment in 3D – without the need for special glasses. The Nintendo 3DS system will be available for a suggested retail price of $249.99. (Read: How to Play 3D Games without Glasses)

So, LG is also coming aggressively in the 3D entertainment market. Award winners and presenters “Tuned in for Charity” on the Blue Carpet, to support Project:Involve, Film Independent’s signature diversity program, says LG.

A new 3D Fellowship was also established by LG Electronics to educate the next generation of filmmakers about the ever-evolving technology. 

Backstage in the Official Presenter Gift Lounge, celebrities and VIPs experienced the differences between LG Cinema 3D and conventional 3D in a head-to-head viewing.

According to the company, LG Cinema 3D recreates the 3D movie theater viewing experience with lightweight, comfortable and reasonably priced eyewear, and delivers crisp bright images and a wide viewing angle. 

“The Film Independent Spirit Awards honor the next generation of visionary filmmakers making this the perfect venue to launch our next generation 3D technology,” said Wayne Park, president and CEO, LG Electronics USA, Inc.

Celebrity guest host Sandra Oh kicked off the festivities and led the charity building efforts on the Spirit Awards’ Arrivals Carpet. Sandra and her “entourage” of Project:Involve members gained access to the exclusive festivities by donning their LG Cinema 3D eyewear, signifying the inclusive nature of this new technology, which allows for a wide viewing angle.

Following the opening of the Arrivals Carpet, a host of celebrities including Anthony Mackie, Rainn Wilson, Aaron Eckhart, Mark Ruffalo and Kerry Washington “Tuned in for Charity” on the Arrivals Platform.

For each celebrity who answered an interview question by reading it in 3D on the new LG Cinema 3D HDTV, LG is making a donation to the “LG Cinema 3D/Film Independent Fellowship” and Project:Involve totalling $125,000.

LG Cinema 3D uses a similar 3D technology as employed in movie theaters. Because the glasses do not need to sync with an emitter, viewers can watch from nearly any angle in the room, even lying down in front of the TV.

The reasonable cost of the glasses also makes it easier to buy as many pairs as needed to host family and friends for a 3D movie or sports night, says the company.

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At the heart of LG Cinema 3D is Film Patterned Retarder (FPR) display technology, pioneered by LG Electronics’ joint venture LG Display. FPR technology optimizes the separation of images for the left and right eye, recombining them through the glasses to create superior 3D images with reduced cross-talk.

LG’s 3D Light Boost, a thin film covering the screen, creates brighter 3D images for a superior 3D viewing experience by helping to counteract dimness that can occur with 3D content, says the company.

In the picture above: Actors Malin Akerman and Vanessa Hudgens shine in 3D glasses at the LG Cinema 3D HDTV lounge at the 2011 Film Independent Spirit Awards at Santa Monica Beach.