Considering the Future of 3D

"Bruce K. Long is a 3D enthusiast. Earlier this year he was appointed CEO of Iconix Video, a camera manufacturer and 3D integrated service provider that develops point of view (POV) cameras such as the new HD-RH1F camera, the Studio2K and remote control units that represent an assortment of 3D solutions. True to his roots as a filmmaker with a background in production and post, he is poised to bring 3D technology to mainstream films in his new role.

Long’s journey to Iconix included a stint as president and COO of National Lampoon, where he oversaw production, distribution and network operations. Prior to that, he served as executive vice president of strategic planning and business development at Technicolor Creative Services.

Do you see 3D technology replacing the way we watch movies now?
I’m one of those guys who has been wild-eyed since he first saw 3D and the potential for the 3D viewing experience. It’s possible that soon, when home video begins to embrace stereoscopic playback, all motion pictures are going to transition to 3D. That doesn’t mean that I want all movies to be like an amusement park experience, where they’re throwing a spear through the camera, but I believe that everything from A Room with a View to Animal House to Beowulf deserves to be experienced in 3D.

There’s a whole genre of independent movies and traditional non-amusement park-style experiences that would be made even more powerful by the immersive elements of 3D. I’d love to see all movies go 3D eventually.

How does your company bridge the gap to make 3D accessible for filmmakers?
We’re trying to deliver rigs and 3D camera setups that are less expensive. The 2K Iconix camera costs around $16,000, and it’s competing in the marketplace with cameras 10 times that price. We’re trying to allow the rental companies to deploy with a lower cost of entry and, therefore, facilitate production overall.

The second thing we’re doing is really practical. We are getting filmmakers comfortable on set with 3D. We’re working closely with great 3D companies like 3ality and Paradise. We provide the ITs who are trained to make sure our gear fits with their needs very carefully and very specifically.

I’m excited by 3D and there’s the buzz around 3D, but the business model still needs to be figured out. We take that kind of responsibility seriously.

How do you go from being a camera company to an integrated 3D service provider?
We have a tremendous beachhead in the Iconix camera. But the industry did not have an overall, end-to-end solution for stereoscopic 3D. We set out in October to expand the company from the cameras to the integrated solution approach. That process has involved forming strategic partnerships with various companies.

At NAB, Iconix showed an end-to-end camera-to-postproduction stereo 3D solution. The initiative involved making sure our products could do stereo storage, stereo playback, stereo conform, color and title. In July, we’re offering that solution in 2K. It’s a big step forward for us.

What are the challenges for 3D theatrical release?
The challenges today for stereoscopic are both in distribution and production. We’re dealing with the rollout of stereoscopic infrastructure in the theaters and in home video.

The first challenge is establishing theaters with digital cinema capabilities and, therefore, stereoscopic playback capabilities. That seems to be evolving pretty quickly, but it's one of the big hurdles still.

The second hurdle for us is helping Hollywood transition to 3D production. Our goal is to help filmmakers produce 3D for 10 or 15 percent more than they normally would in 2D production--as opposed to 30 or 40 percent more, which is where the market appears to be right now.

As a filmmaker myself and someone who understands the challenges that happen on set, the third hurdle is to help mainstream filmmakers transition to 3D stereoscopic production and the workflow involved there. We are mapping out a workflow for stereoscopic 3D that is not so different from 2D that it becomes cumbersome. That means supporting folks on set who are doing their first 3D movie."

By Joy Zaccaria, Videography