#3D Advertising

Digital Cinema Media and UM London has facilitated a deal for Prime Focus World to convert the Jack Daniel’s Tennessee Honey creative to immersive 3D for Brown – Forman. It will play in cinemas before Star Trek Into Darkness 3D, which is predicted to take over £25m at the UK Box Office and generate over 4m admissions.

The creative, developed by Arnold, uses the surround sound capabilities of cinema to make the audience feel enveloped by a swarm of bees and then opens on a highly detailed visual of a Jack Daniels stylised bee, in fully rendered 3D.

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Advertisers looking to increase memory retention among audiences should seriously investigate 3D, says a leading producer of stereoscopic 3D commercials, James Stewart. In a presentation today delivered at the Ontario Centres for Excellence (OCE) Discovery 2011 conference, Geneva Film Co. founder and director James Stewart shared startling statistics.

He showed the use of 3D in advertising yields eye-popping returns in memory retention with audiences exhibiting 92% total recall of an ad, with 68% of that number showing a higher likelihood of following through with a purchase of the product advertised – a significant increase over the same commercial in 2D. Quoting studies from multiple independent sources – including ESPN, Xpand and Texas Instruments, the data shows an average increase in viewer retention of 15%.

Showing examples of his 3D work used in customer testing, Stewart said, “For a nominal increase in production costs, you get a 15% – 20% increase in ad recall. Who does not want that?”

For the full article, look here:

http://hollywoodindustry.digitalmedianet.com/articles/viewarticle.jsp?id=1505609

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