Super Bowl 2009 Has 3D Commercials

This Sunday (Feb. 01, 2009) is a football fan’s celebration day. It is also a 3D TV fan’s big day. At the end of the second quarter, there will be three 3D commercials at NBC: an animated movie Monsters vs. Aliens by DreamWorks, SoBe LifeWater energy drinks and the special 3D episode of Chuck.  Are you ready for this new experience at home? Use above picture to make sure you can see the vivid effects with your 3D glasses. If now, you still have time to get a free pair of glasses from many local stores (KMart, BestBuy, etc).

The technology of 3D movie-making is called InTru™ 3D by Intel. An emerging technology, ColorCode 3D, is used to create a new way to view 3D in the home. 

Though the expense for super bowl commercials is prohibitively high in this recession time ($3M for 30s’ advertisement), the partnership between Intel and DreamWorks could still have a winning situation due to the potential huge number of TV viewers as well as many media reporting the pioneering utilization of 3D technology for advertisement. 

The 3D viewing of Super Bowl reminds me the demonstration of a 3D stereo camera system, “CBS’s Eye Vision” during Super Bowl XXXV. The system was created by a computer vision professor at CMU, Takeo Kanade, who claims himself as the only professor ever appearing Super Bowl for a technology interview. The multiple camera system can generate Matrix-like 3D effects of the scene in real time, such that it can create totally new views that were not captured by any camera. 

This system is a real 3D view of the football court. You do not need any glasses. The following video shows an example.

We look forward to seeing real 3D TV with the advance of computer vision technology in the near future. 

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  1. Superbowl 2009 — February 1, 2009 @ 3:05 pm

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