04 Aug 04
3D industry leaders Inition have created the UK's first mobile, 3D cinematic campaign for the RSPB.This groundbreaking project will tour the country for the next three years, allowing viewers to experience life through the senses of a bird of prey, surfing air currents and slicing through thermals with added stereoscopic thrust.
Decades on from bad 3D red and blue Jaws movie effects and jolty simulators, Inition's cutting-edge CGI film lets you weave through trees, pounce and hunt while surround sound immerses the audience in the squeal and screech of the kill. Up to eight viewers at a time can watch the 3D experience in a bespoke mobile trailer designed and manufactured by Masters Exhibition and Shows. The cinema features Inition's Duality projection system and 3DVidBox stereoscopic playback system.
The project was conceived and managed by RSPB Cymru, with European funding, to portray 'an environmental message in a revolutionary new medium.' The filmic response is a high-res, 3D graphic movie that outstrips 'ride' videos and rivals IMAX in terms of clarity - making education an ear-splitting, eye-popping experience. The mobile, 3D cinema is the first time such a high profile charity has enlisted cutting-edge, VR technology for a campaign and, many believe, marks a landmark in advertising and emotive campaigning.
The mobile 3D cinema launches, in Wales, on April 7, 2004 and will tour the country for three years as part of RSPB Cymru's campaign.
Graphics for the project were created by Inition using 3DS Max and scored to an original post-electro-clash pop song. Inition's Duality system comprises of two XGA LCD projectors, three-meter wide screen with surround sound. High Definition (HD) playback uses the 3Dvidbox for full colour, passive polarising, stereo for maximum impact. The mobile 3D unit was designed and manufactured by Masters Exhibitions and Shows.
Inition are providers of breakthrough technologies and innovative graphic solutions with over ten years experience in Virtual Reality and Stereoscopic 3D. Our programmers and artists can offer expertise in Stereoscopic video production (both live and computer generated), interactive real-time 3D and a wide range of cutting-edge display technologies. Our clients include the RSPB, P&G, Barclays and The London Metropolitan Police among others.
RSPB Cymru is part of the RSPB (The Royal Society for the Protection of Birds), the UK-wide charity working to secure a healthy environment for birds and wildlife, helping to create a better world for us all. The Mobile Cinema campaign is part of the 'Aren't Welsh Birds Brilliant!' scheme, which is co-ordinated by RSPB Cymru in partnership with Forestry Commission Wales, the Countryside Council for Wales and Enfys (part of the Green Spaces and Sustainable Communities programme of the New Opportunities Fund administered in Wales by the Wales Council for Voluntary Action). 'Aren't Welsh Birds Brilliant!' is part-funded by the European Union's Objective One programme through the European Agricultural Guidance and Guarantee Fund (EAGGF).