| -- End Ad Box ---> | | | | touch on that. They are in front of you — none |
| With many of the latest big budget cinema releases | | | | of this flat screen or plasma screen — they are |
| being available in 3D, and everyone talking about the | | | | really there. exclaimed David. |
| 3D future of television, many eyes are starting to | | | | It’s lovely. It’s like you wanna touch it. I |
| focus on 3D hologram projections...without the glasses! | | | | can’t believe it. I’m shaking, replied |
| Where does this technology originate from? | | | | Lisa. |
| 3D holographic projection technology is loosely based | | | | In January 2009 Coco-Cola gave a sales conference |
| on an illusionary technique called Peppers Ghost, | | | | presentation in Prague for over 800 people. Senior |
| and was first used in Victorian theatres across London | | | | directors of the company were beamed into the stage |
| in the 1860s. Pepper's Ghost was typically used to | | | | as 3D holograms before giving a presentation about |
| create ghost-like figures on stage. Hidden from the | | | | how the Coco-Cola brand has evolved over the |
| audience's view, an actor dressed in a ghostly | | | | years. The content of the presentation was also in the |
| costume would stand facing an angled plate of glass. | | | | form of 3D holographic projections. The centre piece |
| The audience would be able to see the glass, but not | | | | was a giant 3D hologram Coco-Cola branded spinning |
| the actor directly. Specifically angled lighting would | | | | clock, representing the progression of time. A |
| reflect the actor's image into the plate of glass, a | | | | showcase of previous Coco-Cola bottles, logos, and |
| transparent ghost like reflection would appear in front | | | | labels amongst other objects were also projected as |
| of the audience. Cutting or fading the lighting could also | | | | 3D holograms to create Prague's first 3D holographic |
| add to the ghostly effect. | | | | projection display. |
| How is this technology used today? | | | | What range of sizes can the holographic projections |
| With the use of the latest HD projectors, CGI | | | | be displayed in? |
| animation, specialist HD film techniques and special | | | | This technology has been known to scale down to as |
| effects created in post production, Pepper's Ghost | | | | small as a ten inch hologram display. The smaller range |
| technology has been upgraded to the 21st century. | | | | of holographic display units, ranging from ten inches to |
| Instead of a real object or person's reflection | | | | television sized monitors are predominantly used for |
| appearing on a plate of glass, high definition video and | | | | retail, exhibitions and point of sale. Famous brand |
| CGI animation is beamed directly onto a specially | | | | companies such as Diesel, have used this type of |
| designed, chemically treated transparent film via a high | | | | holographic display in their shop windows. |
| power HD projector. Although much more expensive, | | | | One of the largest holographic projections to date was |
| this modern approach results in a much clearer, | | | | in South Africa in 2007. A holographic projection |
| believable hologram projection. | | | | screen, 12 metres wide, by 4 meters high stretched |
| What kind of images can be projected as holograms? | | | | across a stage in front of 700 BMW officials, |
| Due to the modern approach of projecting CGI | | | | celebrating the launch of the latest X6 model. By |
| animations and pre-recorded footage, almost anything | | | | increasing the size of the stage and number of |
| is possible. The blank canvas approach is often | | | | projectors, there is no limit to the maximum size of the |
| adopted, creating a storyboard only limited by | | | | holographic projection displays. |
| imagination. The storyboard can then be handed over | | | | Which other technologies are being used together with |
| to a CGI animation team who can make it come to life | | | | 3D hologram projections?activ8-3D, the London based |
| using the latest 3D software such as Maya or | | | | holographic projection specialists, have recently |
| 3ds-Max. | | | | developed motion capture systems to couple 3D |
| Real people can be filmed giving a speech, dance or | | | | holographic projections. Motion capture systems are |
| presentation for example, and then be projected as | | | | far from a new technology. An actor wearing a |
| 3D holograms. Holographic special effects can be | | | | motion capture suit can have his/her movements |
| added in post production to make a life-like person | | | | picked up via various sensors. These movements can |
| beam into the room, Star Trek style, or have their | | | | then be played back in real time onto a screen in the |
| product appear and spin above their head at the click | | | | form of an animated character. Working with hologram |
| of their fingers. | | | | display technology, these characters can become life |
| Who have used 3D Holographic projections and why? | | | | size 3D holographic animated characters, both |
| In August 2009, Endemol, the producers of the famous | | | | technologies working together perfectly to |
| reality TV show Big Brother, working together with | | | | complement each other. |
| activ8-3D holographic projections, beamed | | | | Hologram projection displays have also recently seen |
| housemates' friends and families into the house to | | | | advances in audience interactivity. Using a wireless |
| deliver messages of support and encouragement. The | | | | remote control, the holographic projections can be |
| messages were pre-recoded using HD cameras and | | | | moved around the stage, rotated on their x and y axis, |
| specifically angled lighting. A stage was rigged inside | | | | and can even be programmed to start or stop an |
| the Big Brother house task room, compiling of a HD | | | | animation on the click of a button. |
| projector, media player, lighting, and audio equipment. | | | | What is the future of 3D holographic projection? |
| Each housemate entered the room in turn and took a | | | | 3D holographic projection technology clearly has a big |
| seat in front of the stage. On cue, the | | | | future ahead. As this audio visual display continues to |
| housemate’s family member or friend was | | | | get high profile credibility, we are likely to see more |
| beamed into the stage before delving their message. | | | | companies advertising their products or marketing their |
| Although the hologram displays were difficult to judge | | | | business in this way. Whether it be large scale, big |
| on 2D television screens, the event was hailed as a | | | | budget product launches or smaller retail POS |
| great success, evoking brilliant reactions from the | | | | systems, they are likely to become a common feature |
| housemates which made for great TV. | | | | in the advertising world. |
| Any other screen message on video isn’t a | | | | Where can I see an example of this technology? |