Press release from Val Morgan
Australia’s largest cinema advertising group Val Morgan today announced that it has developed an in-house facility to create 3D enhancements to existing 2D commercials for the first time.
Val Morgan’s in-house production facility has invested in new 3D technology that allows advertisers to capitalise on Australia’s current 3D cinema boom and provide a unique and compelling audience experience.
Advertisers will be able to take advantage of the 3D commercial opportunity in March with the 3D release of the much-anticipated Tim Burton film Alice in Wonderland, starring Johnny Depp.
In the last 12 months alone there has been a 10-fold growth in the number of 3D screens in Australia, to 260 screens, fuelled by sci-fi fantasy Avatar. Four of the top 10 movies last year were released in both 2D and 3D format, culminating in the massive success of Avatar, which has now grossed in excess of $87 million in Australia, 80 per cent of which was from 3D screens.
“This will be the first opportunity for advertisers in Australia to capitalize on the 3D boom with a 3D enhanced commercial,” Val Morgan CEO Graeme Yarwood said.
“The phenomenon that is Avatar, which is Australia’s highest grossing film ever, has seen audiences flock to 3D cinemas. Avatar has been the catalyst for the rapid expansion of 3D screens installed in Australian cinemas. We expect Alice in Wonderland to continue the 3D boom and have broad audience appeal.”
Val Morgan’s in-house production facility offers advertisers a seamless media and creative solution. The facility can create 3D enhancements to existing 2D commercials. 3D-enhanced cinema commercials can be adapted to feature elements such as 3D logos, pack shots, still imagery and 3D-enhanced computer-generated content.
Val Morgan is offering advertisers a complete end-to-end solution including the adaption of existing 2D commercial elements to 3D and cinema screen time with Alice in Wonderland.
“This is a significant step for Val Morgan to offer advertisers the opportunity to become involved in the 3D cinema experience in a way they have never been able to before. We are committed to providing advertisers innovative opportunities and solutions and this is our latest demonstration of that commitment,” Mr Yarwood said.
In 2009, the cinema industry posted a new record box office of $1.09 billion – the highest grossing box office year in Australian film industry history – for the second consecutive year. This was a 15 per cent increase on 2008’s results with annual admissions increasing by 7% to 90.7million according to the Motion Picture Distributors Association of Australia.
The moviegoing boom is set to continue with an exceptional line-up of blockbuster films for 2010, including “Alice in Wonderland” and “Green Zone” in March, “Clash of the Titans”, “Date Night”, “Wall Street 2” and “Iron Man 2” in April, “Robin Hood” and “Prince of Persia” in May and “Sex and the City 2”, “Shrek Forever After” and “Toy Story 3” in June among many others.
The four top 10 movies that were released in 3D format last year included “Avatar”, “Ice Age 3: Dawn of the Dinosaurs”, “Up” and “Monsters vs Aliens”. This year alongside “Alice in Wonderland”, other key 3D releases over the next six months include “How to Train Your Dragon”, “Shrek Forever After” and “Toy Story 3”.