ComneT Media has launched a new 3D imaging technology in association with Jijo Punnoose, the director of India’s first 3D film, Chota Chetan.
Punnoose was responsible for bringing this technology to India, and Z-Axis is a research and development project by Media Renewal Trust, spearheaded by Punnoose. Approximately $2 million have been invested by Punnoose for this project. “3D is the future of all communication business,” he explains.
Z-Axis will ensure an enhanced and enjoyable visual experience that will help advertisers anchor prospective customers. The technology, known as polarized 3D, requires the viewer to wear the red-blue glasses known as Anaglyph glasses. Unlike lenticular 3D, which does not require the glasses and has a lesser 3D effect, polarized 3D produces an image of almost lifelike quality.
The service will be offered to production companies, advertising agencies and corporates. Mathew Scaria, CEO and MD, Comnet Media informs that the cost of creating a 3D film would be roughly two-and-a-half times more than that incurred for normal films, and the time taken to produce it would also be more.
The company is working with a team of 40 professionals such as art directors, graphic designers and others who will provide expertise during production and post production. The company will also provide the hardware — screens and projectors — required for the 3D display, though even this will come at an additional cost.
While the cost of the technology may be a bit of a downer, Comnet Media is organising a demo in Mumbai on February 13 to give corporates, advertising agencies and the film industry a feel of the 3D experience. The demo, being conducted at the Press Club, Mumbai from 12 noon to 8 pm, will showcase ideas that demonstrate the possibilities of using 3D imaging as a high-powered communication tool, which could easily find application at conference halls, malls, exhibitions, product launches and live shows.
Underlining the importance of breaking clutter and sustaining consumer attention, Rajan Menon, business head, Comnet Media, says, “Our 3D solutions will take advertising to a whole new level, whereby promotional messages can be switched by the minute.”
Menon points out that the world is already talking about 3D advertising and the first 3D advertisement was broadcast recently during the Super Bowl for DreamWork’s ‘Monsters Vs. Aliens’. “We see a great potential for this service abroad, where advertising companies or corporates will come forward and use Indian talent as the cost of producing an advertisement or movie is comparatively cheaper in India.”
Given that the company is “testing the waters” in India, Comnet Media isn’t willing to comment on revenue expectations in the very first year of operations. Yet, the company sees a lot of potential. Scaria reveals that Comnet Media is in talks with AR Rahman for his upcoming show. The company is also in conversation with brands like Maruti Udyog and Hyundai.
Punnoose, however, sums up the payoff that Z-Axis provides best when he says: “Creatives couldn’t have it more liberating, and marketing couldn’t have it more in-your-face.”