New Zealand's first 3D music video about to be released

Kiwis will get the first taste of homegrown 3D footage this month, with the release of the music video for J Williams’ “You Got Me” featuring Scribe; made in Auckland using state of the art 3D technology.

The video clip makes the most of Sony Professional 3D camera technologies to show off the New Zealand dance champion’s dance moves in three dimensions.

The production utilised two Sony PMW-EX3 XDCAM EX camcorders on a Film Factory 3D rig, allowing the left and right eye images required for stereoscopic 3D to be captured.

The rig is owned by production company 3DLive, who are planning to take 3D technology from music videos through to live broadcasting and beyond.

3DLive Technical Director Karl Schodt says he was very happy with the shoot and believes 3D will be the future for music videos. “We really broke new ground and pushed the boundaries of 3D in New Zealand,” he says.

“Filming 3D is challenging, so we are very proud of our achievements and excited to be at forefront of video production.

“We were extremely happy with how well the EX3 cameras worked in the 3D environment. The look we obtained from the cameras melded well with our vision for the video.”

Sony Broadcast and Professional Marketing and Support Manager David Colthorpe says that Sony New Zealand will be taking the same direction as Sony worldwide, which promised audiences at the 2010 Consumer Electronics Show that it would lead the world in 3D technology – from filming, through to movie, gaming and music content, and home display.

“We believe that 3D filming is the way of the future, and Sony is right at the leading edge of this technology,” says Colthorpe.

“There is no better example of this than the global success of “Avatar”, and the way it has been able to show people where 3D can take us. The “You Got Me” video will add a local flavour to the technology,” he says.

“Avatar” used 3D camera rigs with specially modified Sony HDCF950 cameras, while Sony Professional Europe recently confirmed that it is designing and building the world’s first 3D Outside Broadcast (OB) trucks for BSkyB, due for delivery in April 2010.

Sony also announced the creation of a "Sony 3D Technology Center," located at Sony Pictures Studios in Culver City, California, to train and nurture a community of experts in the rapidly growing market of 3D entertainment.

For more information about Sony and 3D, please visit www.sonybusiness.co.nz/3d or contact:

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