Sep 18, 2019
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Front Page, Industry News

THE BRIEF: An interview with the Spiderman of 3D – James Stewart

By TO411Daily Columnist
Linda Chandler

18,000 screens featuring Spiderman 3D experienced the world’s first 3D gesture control cinema game. The game is part of the launch of Samsung’s new Galaxy S3 phone, and is backed by the largest cinema ad budget in history. Credits are due. Samsung’s advertising agency is Razorfish. Audience Entertainment/NCM produced the interactive game, and Toronto’s Geneva Film Co. and its founder and director, James Stewart,* produced the live action.

The Brief spoke with James Stewart about this first 3D cinema experience as well as the potential 3D now has in enhancing the consumer’s interaction with brands on their tablets, phones, computers and TV.

The Brief: How did Geneva Films get involved in this huge Samsung Galaxy S3 launch?

Stewart: NCM and Razorfish pitched the project for Samsung with 3D cinema as a key component. Then they came to me because I have done 3D cinema spots with them in the past for Lexus and Sprint and they know we understand the potential of 3D.

The Brief: You’ve been an ambassador for 3D speaking at Cannes, TED and all over the world, trying to convince people to shoot in 3D, why has it been such an uphill battle?

Stewart: Advertisers were scared of 3D. That’s changing. Obviously. I think 3D should always be considered in the creative execution.

The Brief: We’ll get back to that, but let’s talk about the Galaxy S3 cinema launch. Tell us about this first.

Stewart: Nobody has ever produced a 3D stereoscopic gesture controlled game in cinemas before this. It was what we called NBDB - Never Been Done Before.

The Brief: Let’s have our readers watch the theatre experience and come back.

Stewart: Great.

Stewart: So as you see, the game works like this: The audience sees a virtual Galaxy S3 phone floating in a landscape of 3D animation. The audience is then invited to raise their hands and move their Galaxy to try to connect with the Galaxy phones. The objective is to “bump” phones and experience how the Galaxy S3 lets you share content from one phone to the other.

The Brief: This is the key new feature in Galaxy S3, right?

Stewart: Yes. And the game introduces it with an incredibly immersive experience, in a gesture control environment where people can actually interact with a Samsung Galaxy S3 phone in 3D.

The Brief: You saw it in New York. Was the reaction great?

Stewart: Amazing. One of the world’s biggest brands was launching one of their biggest products using 3D as the cornerstone of their campaign. It is the first collective visceral experience engaging an audience in a major product launch. This is a huge leap forward for advertising.

The Brief: And 3D finally gets to star. You’ve been pitching it to the industry for a long time; you must feel something visceral yourself.

Stewart: I have always understood that advertisers were a little scared of 3D. But Samsung proves that its time has come. Our involvement in this campaign has been a huge experience. Samsung’s sold over 10 million Galaxy S3′s already. It’s a serious threat to the iPhone. They are calling it the iPhone killer. If I have a message its for agencies it’s to get on board with 3D for their brands. Only 3D lets you show a product and have your customer interact with it.

80% of the US households will get the London Olympics in 3D. Digital 3D is here to stay.

The Brief: You’re selling hard now.

Stewart: I don’t have to. Research has given 3D a compelling argument in its favour.

The Brief: Shoot.

Stewart: In a study on 3D by ESPN product liking and retention is substantially higher.* What brand doesn’t want that?

The Brief: You had me at ‘retention’. What human being doesn’t want that?

The Brief would like to thank James Stewart, a friend and contributor to TO411DAILY for bumping into me and letting me share his content. If you have any questions about 3D, don’t ask me. Visit James at his website below.

SOURCES OF INFORMATION

  • James Stewart, Director/Producer/Chief Creative, Geneva Film Co.
  • In the ESPN study Stewart refers to above “…results show 3D TV ads can be more effective. In testing the Ad Lab showed viewers the same ads in 2D and 3D. 3D ads produced significantly higher scores across all ad performance metrics – generally maintaining a higher level of arousal than the 2D counterpart. Participants showed better recall of the ad in 3D:
    -  Cued recall went from 68% to 83%
    -  On average, purchase intent increased from 49% to 83%
    -  Ad liking went from 67% to 84%
    Fans enjoy 3D too.
  • The results showed a higher level of viewer enjoyment, engagement with the telecast and a stronger sense of presence with the 3D telecasts.
    -  Enjoyment increased from 65% to 70% in 3D while presence went from 42% to 69%”* 
  • Read more here: http://www.espnmediazone3.com/us/2010/11/04/3d-study/
  • Geneva Films website: http://www.genevafilmco.com

—–

Comment to Linda at this address: thebrief@to411.com.
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Front Page, Industry News

THE BRIEF: An interview with the Spiderman of 3D – James Stewart

By TO411Daily Columnist
Linda Chandler

18,000 screens featuring Spiderman 3D experienced the world’s first 3D gesture control cinema game. The game is part of the launch of Samsung’s new Galaxy S3 phone, and is backed by the largest cinema ad budget in history. Credits are due. Samsung’s advertising agency is Razorfish. Audience Entertainment/NCM produced the interactive game, and Toronto’s Geneva Film Co. and its founder and director, James Stewart,* produced the live action.

The Brief spoke with James Stewart about this first 3D cinema experience as well as the potential 3D now has in enhancing the consumer’s interaction with brands on their tablets, phones, computers and TV.

The Brief: How did Geneva Films get involved in this huge Samsung Galaxy S3 launch?

Stewart: NCM and Razorfish pitched the project for Samsung with 3D cinema as a key component. Then they came to me because I have done 3D cinema spots with them in the past for Lexus and Sprint and they know we understand the potential of 3D.

The Brief: You’ve been an ambassador for 3D speaking at Cannes, TED and all over the world, trying to convince people to shoot in 3D, why has it been such an uphill battle?

Stewart: Advertisers were scared of 3D. That’s changing. Obviously. I think 3D should always be considered in the creative execution.

The Brief: We’ll get back to that, but let’s talk about the Galaxy S3 cinema launch. Tell us about this first.

Stewart: Nobody has ever produced a 3D stereoscopic gesture controlled game in cinemas before this. It was what we called NBDB - Never Been Done Before.

The Brief: Let’s have our readers watch the theatre experience and come back.

Stewart: Great.

Stewart: So as you see, the game works like this: The audience sees a virtual Galaxy S3 phone floating in a landscape of 3D animation. The audience is then invited to raise their hands and move their Galaxy to try to connect with the Galaxy phones. The objective is to “bump” phones and experience how the Galaxy S3 lets you share content from one phone to the other.

The Brief: This is the key new feature in Galaxy S3, right?

Stewart: Yes. And the game introduces it with an incredibly immersive experience, in a gesture control environment where people can actually interact with a Samsung Galaxy S3 phone in 3D.

The Brief: You saw it in New York. Was the reaction great?

Stewart: Amazing. One of the world’s biggest brands was launching one of their biggest products using 3D as the cornerstone of their campaign. It is the first collective visceral experience engaging an audience in a major product launch. This is a huge leap forward for advertising.

The Brief: And 3D finally gets to star. You’ve been pitching it to the industry for a long time; you must feel something visceral yourself.

Stewart: I have always understood that advertisers were a little scared of 3D. But Samsung proves that its time has come. Our involvement in this campaign has been a huge experience. Samsung’s sold over 10 million Galaxy S3′s already. It’s a serious threat to the iPhone. They are calling it the iPhone killer. If I have a message its for agencies it’s to get on board with 3D for their brands. Only 3D lets you show a product and have your customer interact with it.

80% of the US households will get the London Olympics in 3D. Digital 3D is here to stay.

The Brief: You’re selling hard now.

Stewart: I don’t have to. Research has given 3D a compelling argument in its favour.

The Brief: Shoot.

Stewart: In a study on 3D by ESPN product liking and retention is substantially higher.* What brand doesn’t want that?

The Brief: You had me at ‘retention’. What human being doesn’t want that?

The Brief would like to thank James Stewart, a friend and contributor to TO411DAILY for bumping into me and letting me share his content. If you have any questions about 3D, don’t ask me. Visit James at his website below.

SOURCES OF INFORMATION

  • James Stewart, Director/Producer/Chief Creative, Geneva Film Co.
  • In the ESPN study Stewart refers to above “…results show 3D TV ads can be more effective. In testing the Ad Lab showed viewers the same ads in 2D and 3D. 3D ads produced significantly higher scores across all ad performance metrics – generally maintaining a higher level of arousal than the 2D counterpart. Participants showed better recall of the ad in 3D:
    -  Cued recall went from 68% to 83%
    -  On average, purchase intent increased from 49% to 83%
    -  Ad liking went from 67% to 84%
    Fans enjoy 3D too.
  • The results showed a higher level of viewer enjoyment, engagement with the telecast and a stronger sense of presence with the 3D telecasts.
    -  Enjoyment increased from 65% to 70% in 3D while presence went from 42% to 69%”* 
  • Read more here: http://www.espnmediazone3.com/us/2010/11/04/3d-study/
  • Geneva Films website: http://www.genevafilmco.com

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Front Page, Industry News

THE BRIEF: An interview with the Spiderman of 3D – James Stewart

By TO411Daily Columnist
Linda Chandler

18,000 screens featuring Spiderman 3D experienced the world’s first 3D gesture control cinema game. The game is part of the launch of Samsung’s new Galaxy S3 phone, and is backed by the largest cinema ad budget in history. Credits are due. Samsung’s advertising agency is Razorfish. Audience Entertainment/NCM produced the interactive game, and Toronto’s Geneva Film Co. and its founder and director, James Stewart,* produced the live action.

The Brief spoke with James Stewart about this first 3D cinema experience as well as the potential 3D now has in enhancing the consumer’s interaction with brands on their tablets, phones, computers and TV.

The Brief: How did Geneva Films get involved in this huge Samsung Galaxy S3 launch?

Stewart: NCM and Razorfish pitched the project for Samsung with 3D cinema as a key component. Then they came to me because I have done 3D cinema spots with them in the past for Lexus and Sprint and they know we understand the potential of 3D.

The Brief: You’ve been an ambassador for 3D speaking at Cannes, TED and all over the world, trying to convince people to shoot in 3D, why has it been such an uphill battle?

Stewart: Advertisers were scared of 3D. That’s changing. Obviously. I think 3D should always be considered in the creative execution.

The Brief: We’ll get back to that, but let’s talk about the Galaxy S3 cinema launch. Tell us about this first.

Stewart: Nobody has ever produced a 3D stereoscopic gesture controlled game in cinemas before this. It was what we called NBDB - Never Been Done Before.

The Brief: Let’s have our readers watch the theatre experience and come back.

Stewart: Great.

Stewart: So as you see, the game works like this: The audience sees a virtual Galaxy S3 phone floating in a landscape of 3D animation. The audience is then invited to raise their hands and move their Galaxy to try to connect with the Galaxy phones. The objective is to “bump” phones and experience how the Galaxy S3 lets you share content from one phone to the other.

The Brief: This is the key new feature in Galaxy S3, right?

Stewart: Yes. And the game introduces it with an incredibly immersive experience, in a gesture control environment where people can actually interact with a Samsung Galaxy S3 phone in 3D.

The Brief: You saw it in New York. Was the reaction great?

Stewart: Amazing. One of the world’s biggest brands was launching one of their biggest products using 3D as the cornerstone of their campaign. It is the first collective visceral experience engaging an audience in a major product launch. This is a huge leap forward for advertising.

The Brief: And 3D finally gets to star. You’ve been pitching it to the industry for a long time; you must feel something visceral yourself.

Stewart: I have always understood that advertisers were a little scared of 3D. But Samsung proves that its time has come. Our involvement in this campaign has been a huge experience. Samsung’s sold over 10 million Galaxy S3′s already. It’s a serious threat to the iPhone. They are calling it the iPhone killer. If I have a message its for agencies it’s to get on board with 3D for their brands. Only 3D lets you show a product and have your customer interact with it.

80% of the US households will get the London Olympics in 3D. Digital 3D is here to stay.

The Brief: You’re selling hard now.

Stewart: I don’t have to. Research has given 3D a compelling argument in its favour.

The Brief: Shoot.

Stewart: In a study on 3D by ESPN product liking and retention is substantially higher.* What brand doesn’t want that?

The Brief: You had me at ‘retention’. What human being doesn’t want that?

The Brief would like to thank James Stewart, a friend and contributor to TO411DAILY for bumping into me and letting me share his content. If you have any questions about 3D, don’t ask me. Visit James at his website below.

SOURCES OF INFORMATION

  • James Stewart, Director/Producer/Chief Creative, Geneva Film Co.
  • In the ESPN study Stewart refers to above “…results show 3D TV ads can be more effective. In testing the Ad Lab showed viewers the same ads in 2D and 3D. 3D ads produced significantly higher scores across all ad performance metrics – generally maintaining a higher level of arousal than the 2D counterpart. Participants showed better recall of the ad in 3D:
    -  Cued recall went from 68% to 83%
    -  On average, purchase intent increased from 49% to 83%
    -  Ad liking went from 67% to 84%
    Fans enjoy 3D too.
  • The results showed a higher level of viewer enjoyment, engagement with the telecast and a stronger sense of presence with the 3D telecasts.
    -  Enjoyment increased from 65% to 70% in 3D while presence went from 42% to 69%”* 
  • Read more here: http://www.espnmediazone3.com/us/2010/11/04/3d-study/
  • Geneva Films website: http://www.genevafilmco.com

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

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