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Click here for more info!
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Tue 13 Feb 2007 | 22h05 GMT+1
Info: www.xyzrgb.com/holos/terminator.html (Currently Google cache)
An uber-cool Terminator 3D movie poster
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XYZ RGB Inc. president and CEO Helmut Kungl, in front of a 3-D hologram poster of the Terminator character. Company
vice-president Jan-Erik Nyhuus presented Terminator 2 director James Cameron with a custom made Terminator 2 movie
poster.
XYZ RBG offers high resolution scanning services for film,
television, video game, and other media companies. The company has worked on films in The Matrix series, Lord of
the Rings, and King Kong. Through the company's XYZ Imaging,
it also offers holographic printing services. A hologram is defined as: A three dimensional image; unlike regular
images which are usually two dimensional, a three dimensional image, or hologram, appears to 'pop out' of the media
on which it is printed or illuminated from.
The Ottawa Canada firm has created technology that allows eight seconds of video to be manufactured as a paper thin
three dimensional hologram movie poster. Helmut Kungl, president of XYZ RGB Inc.:
"The technology is turning heads around the world. When he heard about it, Titanic director James Cameron couldn't
believe the 3-D posters were possible. He said, 'if you have discovered imbedded video in plastic, you have
discovered the holy grail of advertising'. We demonstrated this printing technology by producing a custom made
three dimensional Terminator 2 movie poster and presenting it to director Cameron. This hologram movie poster is
more advanced than past lenticular movie posters."
Click top link for a cool Flash presentation of the Terminator poster!
TerminatorFiles' remark: We've currently linked to Google's cache since the official site has had some server
strain over the total of hits it produced. Then again, if they spent millions on the 3D technology, why not
some extra bucks on a good server? ;). Go check it out... now!
Thanx to Sam 'Mosquito' Zerafa for the heads up!
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The Vancouver Sun reports
It's as if it were pulled from the future -- a poster of a lively soccer player juggling a ball as you walk past.
But, it's not simply a concept. An Ottawa company has already figured out how to bring a paper-thin piece of
plastic to life, and now is ready to unleash its moving ads on the world.
"When you look at the technology behind this, the only way to describe it is magic," said Helmut Kungl, president
of XYZ RGB Inc. "It's like that newspaper in Harry Potter, the one that keeps looping the picture over and over."
Using cutting-edge technologies, XYZ RGB can turn an eight-second video into a full-colour hologram and place it
in a plastic film that can be posted in malls, pasted to billboards or even wrapped around a can of soup. The
energy needed to make it work? Only a source of light.
The film industry is the first target for what XYZ RGB bills as the next-generation movie poster. The company can
place a short clip right in the poster, giving people a chance to view a scene without going into the theatre.
The technology is turning heads around the world. When he heard about it, Titanic director James Cameron couldn't
believe the 3-D posters were possible.
"He said to me, 'if you have discovered imbedded video in plastic, you have discovered the holy grail of
advertising,' " said Jan-Erik Nyhuus, vice-president of business development for XYZ RGB Inc. Mr. Nyhuus flew
to Hollywood with a custom-made Terminator 2 movie poster for Mr. Cameron. According to Mr. Nyhuus, Mr. Cameron
now is considering using the posters for a string of 3-D movies he is working on.
"What better way to promote a 3-D film then with a 3-D movie poster?" said Mr. Kungl. But movie posters are just
one application. George Mitrovich, president of Proforma Consulting Ltd., said the technology, as described, could
have enormous potential.
"Malls, shopping centres, grocery stores, there are thousands upon thousands of people going through those places
every day," he said. "The traditional advertisement is getting stale ... this could be huge."
Mr. Mitrovich's company performs research on advertising technologies for such big companies as 3M Canada Co.
and Pepsi-Cola Canada Ltd. He said uses for the technology could be endless. Companies could even use the technology
to place 3-D advertisements on the packaging of their products.
"You could put it on a wall, or a floor or a display," he said. "It goes on and on."
But, Mr. Mitrovich said by targeting the movie industry, XYZ RGB is picking a small market. He believes the company
should jump right into retail advertising. Mr. Kungl agreed that the potential for his company's product is huge. At
this stage, however, the tiny 18-person Ottawa firm can't produce the number of posters that a company such as
Coca-Cola Co. Ltd. may need.
"If someone came to us tomorrow and said we need 5,000 large-format posters, we couldn't handle that," said Mr. Kungl,
adding the company is working on new technologies that will help it to increase production over the next six months.
It currently takes several hours to print out a single one-by-1.2-metre image.
In the meantime, his company, which has helped to provide images that were used in movies such as the Matrix and Lord
of the Rings, is focusing its energy on the entertainment business. Already, Mr. Kungl has had meetings with major
studios such as New Line Cinema that are considering the technology as a replacement for traditional posters. As well,
his company has already performed trials for sport shoe company Puma, printing up the 3-D poster ads and placing them
in six Sports Experts stores around the country. The Walt Disney Co. has shown interest in using the posters to promote
its rides. And the organizers of the the 2008 Olympic Games summer games in China are contemplating working the posters
into their big event. The problem is that after showing video of the 3-D posters, those on the Olympic Committee remain
skeptical.
"They told us they didn't believe us ... that we had doctored the footage somehow," said Mr. Kungl. His response has been
to send Mr. Nyhuus to China with the posters to show the skeptics the technology first-hand. Mr. Nyhuus leaves for China
on Friday. "According to them this isn't supposed to exist," said Mr. Nyhuus, pointing to the 3-D Terminator 2 poster which
was created for Mr. Cameron.
The company developed the 3-D posters after acquiring a Montreal-based firm XYZ Imaging in July. He would not reveal the
amount paid for the company, but said XYZ Imaging had spent more than $22 million on developing holographic poster printers
when its funding dried up. The two were a natural fit, according to Mr. Kungl. Ottawa's XYZ RGB has become a huge hit in
Hollywood.
In the late 1990s, XYZ RGB came out of the back room of the Museum of Civilization, where its technology was used to
scan artifacts too delicate to put on display. Despite employing a handful of people, it has worked on some of Hollywood's
biggest blockbuster films, including Batman Begins and King Kong.
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