Published in The Vibe Student Newspaper, Issue 9, April 2010

Three-Dimensional technology seems to be constantly growing in today’s media world. The days of watching a movie in your local cinema without the aid of plastic glasses to allow parts of the film to ‘jump out’ at you seem to be ever fading, with the early traditional attempts of red and blue lens 3D cardboard cut-out glasses vanishing into extinction. 3D aided technology is becoming more popular than ever before, but does today’s society really need to grasp yet another revolution?   

With 3D effects being the main marketing point for many of today’s blockbuster films, with the likes of James Cameron’s Avatar and Disney Pixar’s Up!, both topping the British film industry in 2009, it seems movie fans worldwide cannot get enough of this new generation of movie viewing, making the experience of the cinema come alive, giving audiences a chance to view a film in brand new form.    

Yet Warner Brother pictures recently announced the final two instalments of the Harry Potter films are set to get a 3D makeover, with the first released in November 2010, followed by the final film in June 2011, causing disappointment to some, as movie buffs worldwide will no longer have a choice of whether to watch the eagerly awaited films in 3D, but instead will have to sit through a bum numbing three-hour movie filled with eye-popping, nauseating technology, taking away the pure magic they have grown up with.   

However, there are many more on the way including the re-release of both Pixar’s Toy Story 1 and 2 in 3D before the next chapter; Toy Story 3D flies back onto our screens this summer, with Shrek 4 and Tim Burton’s Alice in Wonderland following the ever-increasing trend of technology   

Not only are 3D effects having an impact on audiences worldwide, this year’s 82nd Annual Academy Awards were dominated by 3D blockbuster Avatar, which scooped a sensational nine nominations for Art Direction, Cinematography, Directing, Film Editing, Music and Best Picture, eventually going on to claim three, with Disney Pixar’s 3D motion picture Up!, also scooping three nominations in the categories of Best Animated Feature, Music and Best picture also, winning two. Making the year 2009, a year dominated by 3D features.  

Steven Powell, film fanatic, is noticing the growing change in films within the cinema. “3D is becoming more and more popular because the audience really feels like they are involved within the storyline, with the characters roaming around you in the cinema. However, having 3D at home isn’t as good an experience because of the television it’s watched on. With a 3D feature built into television sets it’d be much more enjoyable, but it’s a great idea with the right place to view it.”  

Three-dimensional television comes at a time when satellite company SKY TV have announced they will be launching the ‘UK’S first ever 3D channel’ in July 2010, streaming a variety of the most loved programmes and sporting events using the new technology of tomorrow. The small print however is a 3D television will be needed to view this, costing around £4000 to buy once they become available within the UK.  

3D is a genuinely ‘seeing is believing’ experience, making TV come to life as never before. Just like the launch of digital, Sky+and HD, this is latest step in our commitment to innovating for customers, says Brian Sullivan, Managing Director of Sky’s Customer Group.  

A world centred on the technology of 3D is rapidly increasing, as the new decade is set to take a new mile stone in the evolution of technology as we know with the site of ‘3D’ plastered on film posters, trailers and soon to be shop shelves a familiar prospect within today’s new world. Having already conquered, movies, home set TV’s and more recently a live British football match between Manchester United and Arsenal, the end is nigh for 3D.


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