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Only one month until Hollywood’s best media and entertainment technology conference! Join us FREE to see our leading immersive technologies including 3D LED and glasses-free 3D technologies.

This versatile technology has many uses:

Learn more about this technology here >>

To Register Online for a free pass, visit www.smpte2017.org and click the Registration Link. Select the “Exhibits Only Pass” as your registration package and enter the discount code “SMPTE2017EX” at checkout to receive your complimentary registration. Please be sure to enter the name of Exhibitor: CCDL when asked during registration!

See you at the show!

3D Projection is Simply Not Bright Enough! Is it Killing the 3D Cinema Industry?

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3D Projection is Simply Not Bright Enough! Is it Killing the 3D Cinema Industry?

 

The Hollywood box office has been suffering, experiencing one of its worst summers in nearly a decade! With the simplicity of in-home entertainment these days and captivating series like HBO’s Game of Thrones, it is becoming increasingly hard to get people out to the theater. Retail stores especially are struggling drastically and most are turning to more experiential based retail and immersive entertainment. Can the cinema industry step up its experience by offering higher quality immersive solutions?

In a recent interview on “The Future of the Movie Industry” with Mark Malinowski of National Amusements (a world leader in the motion picture exhibition industry operating more than 950 movie screens in the U.S., U.K. and Latin America), Mark mentions 4D Motion theaters as a possible solution to draw people back to the theaters. While we fully agree, 3D has been losing its appeal for quite some time. Why is this and can it be solved to be made better?

 

The number one issue with 3D in current cinemas is that 3D projection solutions are simply not bright enough!

  • For example, when doing lights-on displays experiments, we in presentation AV shoot for min 60 FtL (FtL = foot-lamberts) from a projector-screen combo or min 206 nits from a flat panel display.

  • Due to the brightness of modern displays, we typically achieve more than twice this amount (e.g. 600 NIT LCDs are almost 3 times as bright as the minimum)

  • 2D Cinemas are required a minimum of only 14 FtL – this is less than 1/4 of the min lights-on brightness (and have to drop the lighting as a result)

  • 3D cinemas are only required to provide 3.5 FtL (less than 6% of the light-on brightness threshold)

 

Sadly, at 3.5 FtL projected 3D is extremely poor quality! This is due to a combination of at least 3 factors:

  • Polarization (and other 3D) systems reduce projector light output significantly (as much as 50% or more).

  • Silver screens (required to maintain polarization) are naturally high gain, meaning that they provide much reduced brightness when sitting off axis from the center of the theater. The very thing that maintains polarity also cuts brightness for most seats.

  • Required glasses again cut the light available to the eye. (as much as 50% or more)

 

Our team at HSI Immersive measured the light reduction of an Epson/polarizer combo (even leaving out silver screen off axis losses) and measured that only 22% of the projected light was available to the eye. If you sit off axis in this system, the silver screen will cut it even more. If you sit dead center, you should see more than 22%  (due to the on-axis biased nature of silver screens). While we did discover that the new “matte white” 3D screens by Harkness, RealD, and others are bringing up brightness somewhat, they still result in light efficiencies of 12% – 27%, according to Harkness. These are not the matte white that we know, they are just using that term to describe the lower gain of their still highly specular screens.

 

Bottom line is that projectors, no matter what screen is being used, are simply not bright enough for a satisfying 3D experience. If the cinema industry wants to dive deeper into immersive experiences, and really bring people back to the theaters, they are going to have to invest in LED technology. At 600 Nits for DCHD (double channel high definition) 3D LED, even with a 50% reduction from passive glasses, 3D LED is still at about 88 FtL or more than 6 times the 2D Cinema min of 14 FtL. and more than 25 times the current 3D standard.

 

With this enhanced quality, viewers can once again enjoy 3D cinema! The cost is still slightly higher, but there are many advantages besides the quality. Overall maintenance is less, the doors are opened for enhanced creativity, design flexibility, and more! What are your thoughts on projection vs. LED for cinema?

 

A Short 3 Point Immersive Content How-to

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If you have ever hoped to use immersive technologies for an event, visualization lab, or even at home, the first question is always, “How/Where do I get Content?”. 3D content for VR, AR, or 3D displays can come in all shapes, sizes, and most importantly quality. Let’s take a look at options like existing content, DIY options, and professional content providers.

 

1. Existing Content: This is a great option if you are looking for at home entertainment. You can easily rent 3D Hollywood films from a place like 3D Blu-Ray Rental , VUDU, or others. There is also a plethora of 3D content (not all great quality, but some fun stuff) on youtube! But trends have strayed away from in home 3D content, and what happens when you need something a bit more custom?

 

2. DIY: There is always the DIY option, and it’s not as bad as you may think. We have been experimenting with 3D cameras and have stumbled across this one: The SID Weeview 3D (We are not affiliated in any way unless you count the $300 we spent funding their Kickstarter campaign…) This camera is great for making your own content from live subjects. Check out these videos that we have made just in the first few days of testing the camera! This type of camera allows for the user to create high-quality personalized content with little to no experience. As you dive deeper into the content creation process you can use software to adjust the z-factor (how far the content comes out of the screen) and you can even use the camera to live stream adding AR effects! So far this is the most affordable way we have found to make your own content.

Note: This is not the only camera on the market, it is just what we have discovered works for us.

We are still looking for an easy way to develop animated 3D content. So far it seems that this is something you need to truly hire a professional for if you do not have the existing skills. Leading us into our next point.

 

3. Professional Content Producers: If you need animated, or just the highest quality 3D content, there is no solution other than hiring a true professional. This option is unfortunately very expensive, often content producers charge hundreds of dollars per second of content, making a short reel upwards of $50,000. But depending on your needs, it can be worth it. The other hurdle of professional custom content is finding the company that best works for your application. Whether it be entertainment, aerospace, healthcare, or something else entirely, contact us here for our list of qualified professional content partners.

 

Other: This is short and by no means a comprehensive list, we are always curious to hear about your content creation methods! Please comment below to let us know what you do to create immersive content!!

Thank you for checking out our quick immersive content how-to. Please follow our social media for more fun updates!

Are These New LED Displays the End of Projectors?

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If you are interested in the cinema industry you might have heard about, “Fixed Screen Cinema” or “Direct View Displays” as the newest movement in display technology for theaters. The pioneer of this movement, Samsung, has recently won DCI certification for their giant LED displays (see the tech here). Others are not far behind them, though most manufacturers still remain silent. HSI Immersive is currently the only company undergoing DCI certification for a 3D LED solution (see here), that has both 2D and 3D LED capabilities. So why the switch?

 

3D Theater

“These giant LED displays hold the promise of extraordinary dynamic range and the ability to display a stunning picture even in moderate ambient light.” – IBC

Projection technology has long been the leader of cinema technology based on the availability of the tech and cost. Relatively inexpensive displays can be bought in a huge variety of quality so that small even mom and pop theaters can survive. But as the prices in LED technology drop, cinemas are finally starting to consider an upgrade. Especially with Hollywood suffering its “worst summer box office in a decade” (see article) theaters are looking to provide more dazzling experiences using LED technology in hopes of getting people back into the theaters.

 

LED technology is superior to projection in almost every way except cost. Let’s take a look at some of the advantages:

  • Brightness: LED technology is nearly 10-50x brighter than any projection system. Projectors can have brightness issues even in a fully darkened room, but LED offers comfortable viewing even in a well-lit room. With the rising trend of having “decked out” theaters with recliners, cocktail servers, blankets, etc. having this brightness can allow for theater owners to enhance the moviegoing experience and thus charge more for tickets.

  • Contrast and Color Purity: LED technology also offers enhanced contrast and color purity. This allows for vividly beautiful colors, ultra rich blacks, and whiter whites.

  • Maintenance: Projection systems require maintenance like refocusing every single day. They have less efficient and expensive bulbs that must be replaced as well. LED technology is essentially “set and forget” requiring little to no daily maintenance and less maintenance over time.

  • Spatial Requirements: LED walls are quite thin these days, requiring a few feet of space behind and then about 15 feet (depending on pixel pitch) of viewing distance from the screen to the first row of seating. Projectors require a large projection distance, and an entire projection room taking up valuable space in a theater. LED screens also have no risk of casting shadows on the display unlike projection screens.

  • 3D Viewing Comfort: Because of the lower quality of projection screens, 3D content can often have poor side effects called 3D Vertigo syndrome. With LED, 3D viewing is much more comfortable.

 

So is it worth it for theater owners to upgrade? Of course! But the price is still quite high for LED tech, especially at theater size or IMAX. We believe that larger theaters and high end venues will make the leap forward in technology first, then slowly over time all theaters will switch to LED technology. LED technology is also shaping up to replace projectors in a wide range of markets outside of the cinema space as well.

 

Where could we be seeing LED technology in the future?

  • Experiential Marketing: with the rising need for experience based marketing and entertainment, we believe that 3D LED will join 2D LED in malls, casinos, lobbies and more to provide unforgettable marketing experiences.

  • Trade shows: Large LED walls are already very popular in trade show booths to provide the best signage. We are now starting to see a huge rise in immersive experiences for trade shows which means 3D LED is gaining traction as well.

  • Theme Parks and Museums: Parks like Disney are turning to LED as a better solution in their rides. Disney just recently did the entire Guardians of the Galaxy ride is LED instead of projection for an enhanced experience.

  • Live Events: Concerts, music festivals, and beyond.

  • Visualization Labs and Innovation Centers: Visualizing complex data, Pharmaceutical information, medical procedures, military operations and more. 3D is gaining a lot of ground in these areas to really immerse the viewer and enhance the learning and innovation process.

  • Product Development: 3D LED is a great way to engage in collaborative design for aerospace, automotive, and more.

  • Everywhere! From your home, office, McDonalds, cinemas, and beyond, LED screens are everywhere you look and that trend is only increasing.

Of course, projection still has its place. For lower budget projects or experiences like dome entertainment, projection is still a more practical option. But as time goes on even those areas may be replaced with LED technology. Is LED killing the projection industry? The answer is very likely yes.

What do you think?

Immersive Technologies Survey

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Thank you, followers, for your support as we launch new and exciting immersive technology product lines! We are always learning and growing and in order to do that in the best way possible for our customers, we are asking that you help us out by taking a quick survey.

 

This 10 question survey won’t take more than 2 minutes of your time and should provide us and you with valuable insights. We will post the results on our social media pages, so make sure to follow using the social icons on the bottom of the page.

Click to Take the Survey Now!

Thank you!

-HSI Immersive Team

 

 

Uncovering Hidden Artifacts with Immersive Technologies

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   Uncovering Hidden Artifacts with Immersive Technologies

3D Scanning

The solutions are endless for collaboration between technologists and historians to expand our understanding of the past, and thus ourselves at a core level. Museums have gone far beyond just showing artifacts hung on walls and placed on pedestals. One of the newest discoveries in our time, and what we will be diving into in this article is 3D scanning and printing. With the ability to 3D scan artifacts, we are able to not only gain a better understanding of these historical items, but we are also able to open up new avenues of presentation to the public.

 

Much of the world’s great art, artifacts, and other objects of value lie mostly unseen in the vast archives of museum storage. This is due to museums often having limited space, artifacts being too fragile to be taken out of storage, and other hindrances. In fact, the largest museums typically display only about 5% of their collection at any time. (source) Here at HSI Immersive, we are working to build holographic collections that can be viewed on 3D LED displays in relatively small spaces.

 

Inspired by the  Smithsonian X 3D project, where they are working to digitize objects from the museum into 3D models. Using the museum’s 3D scanned collections, we can now show entire museum collections in one space to many people at time, even the most sensitive pieces. Like many museums, much of the Smithsonian’s collection is unseen by the public eye. From the Smithsonian website, “With only 1% of collections on display in Smithsonian museum galleries, digitization affords the opportunity to bring the remaining 99% of the collection into the virtual light”. While 3D models are great, the right 3D visualization technology is what makes the objects come alive for museum visitors.

 

Using new 3D LED technology, museum exhibits are now transformed into fully immersive and interactive museum catalogs. This technology brings holographic-like 3D objects into any environment (even the brightest room!) unlike 3D of the past that had to be enclosed to regulate lighting. New technology opens up new doors for exhibits across every type of institution. Museum goers are increasingly more distracted and require immersive high-tech experiences. These technologies are not just 3D cataloging tools, but also create unforgettable edutainment experiences that can be integrated into exhibits in hundreds of different ways.

 

Many museums have already begun 3D scanning their collections. The next step is to invest in the newest and best visualization technologies. While VR is a cheaper solution and will likely be seen and used, it comes with many drawbacks. VR makes people ill, goggles must be managed and maintained, the experience is 100% solo, and many others. 3D LED solves these issues while at the same time offering a higher quality. Technologies in many different forms are the future of museums, including bringing that 99% of the unseen collection onto the museum floor. We are excited to be a part of a new age of education technology!

Learn more today on our website www.hsiimmersive.com 

5 Reasons to Visit HSI Immersive at SIGGRAPH 2017

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SIGGRAPH is rapidly approaching, and HSI Immersive is gearing up for another exciting show. SIGGRAPH is the, “world’s largest, most influential annual conference and exhibition in computer graphics and interactive techniques: Five days of research results, demos, educational sessions, art, screenings, and hands-on interactivity featuring the community’s latest technical achievements, and three days of commercial exhibits displaying the industry’s current hardware, software, and services.” (See the show website here) If that alone is not enough to get you excited, check out a few more reasons why to attend SIGGRAPH and visit HSI Immersive’s booth (#1048) while you are there!

 

Overall Experience.

SIGGRAPH is the best way to immerse yourself in the newest in technology and techniques. Animators, designers, researchers, product developers, and more can benefit from the educational and inspirational atmosphere. At HSI Immersive’s booth you can see brand new 3D technology and its many advantages with your own eyes! “An opportunity to meet and explore the possibilities of technological advancements in the industry from around the world.”

Discover and stay Informed.

Haven’t seen 3D LED tech yet? Discover the potential for 3D collaborative design, product development, entertainment, marketing, and more. Discover other new technologies along the way and stay informed on what is going on in the industry.

 

Compare.

Have the chance to compare a huge array of immersive technologies like AR, VR, and 3D. Discover the advantages of using HSI 3D LED such as no 3D vertigo syndrome, incredible depth and reach, unmatched brightness and contrast, and much more.

VR and AR

Be First.

Experience the latest development in technology first! Because 3D LED technology is so new, you want to be the first to see it so that you can implement the tech into your projects and designs before anyone else, giving you a competitive edge.

 

Gain Exposure.

 

Live Streaming is one of the best ways to gain exposure and a following online.

Be a part of our daily live streams, or test out your own 3D content on our 3D LED display. Meet top industry professionals and show off your skills.

 

 

Ready to head to the show? Grab a FREE pass from HSI Immersive using our code at checkout  >> HSI3DLED. We look forward to seeing you there Aug 1st-3rd!

HSI Immersive at Infocomm17

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Last week HSI Immersive packed our bags to exhibit at Infocomm in Orlando, FL. For our biggest booth ever we paired with two of our sister companies PTZ Optics and HuddlecamHD. Alongside their camera lines we set up 2 giant 3D LED displays one a 2.5mm pixel pitch and one a 6mm pixel pitch. We also had examples of our 1.87mm pitch panels. Check out a recording of our LIVE stream from the show floor by clicking here, and enjoy pictures, videos, and common questions from the show!

Commonly asked questions from the Infocomm Show floor:

  • Can it be used outdoors? Conditionally. While it is bright enough, the screen is not meant to withstand the elements. It can be put on a mobile structure and moved in and out as needed.
  • What is the size of each module? About 2’ x 2’.
  • Weight? 28lbs per panel.
  • What kind of glasses does it require? Circular polarized. These are inactive glasses (they require no batteries). They are very cheap, about .10cents a pair. They can be branded.
  • What kind of structure does it come with? It comes with a standard metal structure on the back that makes it self-standing, anything else is up to the buyer.
  • Warranty? One year standard warranty. Also include replacement tiles (1% of screen size).
  • Ideal viewing distance? 6mm – 20 feet, 8mm – 25 feet, 10mm – 30 feet At this distance 70% won’t see pixel structure.
  • Pixel pitch options? 1.87mm – 12mm pixel pitches.
  • What content can be used? Best is SBS, can use TAB, and Universal HD.
  • Does it cost more for a curved screen? No, depending.
  • How long does it take to set up and dismantle? Size dependant. 11 x 19.5 about 2-3 hours with 2 men.

Want to learn more? Contact us today!