Sony Shows Off 3D Tech Center
by Chris Tribbey
CULVER CITY, Calif. — It’s not just about making 3D. It’s about making great 3D.
That’s the working theme at the Sony 3D Technology Center at Sony Pictures Studios, which was unveiled Feb. 5. First announced at the International Consumer Electronics Show (CES), the center offers 3D courses for various professionals, including film directors, cinematographers, live event producers and game developers. Individuals get hands-on training with 3D techniques and equipment to help them produce movies, sports, TV and games.
“This was born out of the belief that making 3D is easy, but making good 3D is hard,” said Chris Cookson, president of Sony Pictures Technologies and chief officer of the center.
Buzz Hayes, SVP of the center, said the mission is to make sure everyone knows how to make high-quality 3D and not put 3D content out there that may sour people on the experience. The March 5 release of Alice in Wonderland will be the eighth 3D film that Sony Pictures Digital Productions’ studio Imageworks will have had its hand in making.
“You can fatigue an audience very quickly if you do it wrong,” Hayes said. “We don’t want the technology in front of the story.”
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