China's first 3D movie patch advertisement debuts with "Shrek"

If 2009 is the first year of 3D movies, then 2010 is the first year of 3D movie patch advertising. The so-called 3D movie patch advertising is a commercial that is shot using a 3D camera from the beginning. After post-production with 3D technology, it is played in the same way as the related 3D movies. It also requires special glasses to watch. The picture effect is three-dimensional and realistic, and the characters are dancing in front of your eyes., giving people the feeling of being immersive. As the technology promoter behind the "Shrek 4" patch ad, Intel and DreamWorks jointly created a 30-second 3D movie ad "Penguin", which will be used to patch it in more than 30 theaters across the country. It is expected to broadcast as many as 50,000 times.

Movies have always been a fusion of human imagination and technical ability. Their purpose is to create the characters in movies to life and make the storyline realistic and credible. Intel and DreamWorks Animation are working together to use this technology to perfectly integrate the advantages of computer-produced films with the latest high-performance processing technology, so that viewers from the front row to the last row will now be able to experience extraordinary realistic three-dimensional movie effects. DreamWorks Animation has used 3D technology to produce all animated films since 2009, including the critically acclaimed "Monsters vs. Aliens","How to Train the Dragon" and the long-awaited "Shrek 4". It is precisely because of the unparalleled performance of Intel processors that DreamWorks Animation's animators can take full advantage of the latest first-class 3D production tools to produce stunning visual effects and extraordinary realistic story scenes.

Ms. Zhang Wenyi, General Manager of Intel's Market and Channels in China, said that as the world's leading chip manufacturer, Intel has always regarded continuous innovation as its core philosophy. This is not only reflected in the fact that we bring strong products and platforms to consumers in terms of technology, but also reflected in novel and unique marketing. We are very excited to present advertisements to the audience in 3D for the first time and based on videos that everyone likes to see. At the same time, we hope that with the help of Intel's innovative technology, filmmakers can fully release their creativity without constraints and achieve a state where creativity is ubiquitous.

Mr. Wang Weide, Director of Outdoor Business of OMD, Intel's global advertising agency, said: Today, when various family and even personal film and television equipment and technology are highly developed, audiences are still gradually returning to cinemas to watch movies, which shows that the entertainment effect that cinemas bring to audiences is difficult to replace. 3D movies are a force that catalyzes the rapid development of the film industry. In the recent trend of 3D movies, 3D movie patch advertising has gradually attracted the interest of advertisers. This time, using "Shrek 4" as a platform to help Intel launch the first 3D movie patch advertisement in the China market, it is a new choice and opportunity for advertisers to attract audience attention. At the same time, OMD is also honored to secure such an innovative launch opportunity for our customer Intel

Wang Yuanhong, managing director of Beijing Jimei Film Advertising Co., Ltd., said: 3D movies are now hot, and the emergence and development of 3D movie patch advertising are also the general trend, and there are huge business opportunities hidden among them. Jimei Advertising won this opportunity with a professional attitude and successfully operated the country's first 3D movie patch advertising, realizing innovative commercial value for customers. The successful realization of 3D commercials has provided advertisers who like to try new media delivery options. Jimei Advertising will continue to explore and provide the most professional film media solutions for the customers it serves.

Qin Hu, deputy general manager of China Film Digital Film Development Co., Ltd., said: Previously, 3D versions of films did not open copyright licenses for any patch advertisements, which was based on the audience's feeling about the quality of the film when they went to the theater. If the commercial is not produced in a 3D version, viewers need to wear 3D glasses to switch between watching the commercial and watching the video before the film is released, which is disrespectful to the audience's viewing. Therefore, no advertisements are allowed to be played before the 3D movie is shown. With the improvement of the quantity and quality of 3D movies, audiences 'acceptance and enthusiasm for 3D movies are also increasing. The substantial increase in box office revenue shows its strong market appeal and also indicates that 3D digital movies are forming a marketing platform with broad development potential. China Film Digital also hopes to create a platform that is different from other current film advertising forms around the high-quality resources of 3D movies.

Jiang Defu, general manager of China Film Marketing Planning Branch, said: The launch of the first "Shrek 4" 3D movie patch advertising can be said to have opened a new era of movie patch advertising media. As a film media practitioner and professional market operator, I think this is a good start. With the rapid development of film technology, more and more 3D movies will enter the film market and be presented in front of the audience. As an accessory product of movies, 3D patch advertising still needs to present real 3D produced images to the audience. Fake 3D can not be used to confuse concepts, in line with the principle of protecting the interests of the audience and regulating market order. We are willing to work with professional film operating companies to create a new world of film advertising! Due to its different production technologies, 3D advertising brings different visual enjoyment to the audience. Intel's launch of 3D advertising is the first market test, and it is believed that it will attract widespread attention from the industry and the audience. With the popularization and promotion of 3D movies, when 3D movies enter the market in large numbers, we hope to pass more customers 'high-quality products and business information to the audience through 3D patch advertising, expand communication channels between customers and the market, and make movies truly have a good relationship with our advertisers. I believe that the launch of 3D patch advertising will surely drive the diversification and rapid development of China's film advertising market.

In July 2010, China Film Digital Group convened several film media operators with outstanding performance in the market to formulate rules on the opening of 3D film patch advertising and investment promotion operations. In the end, Kimei Advertising became the first operator to release a 3D movie patch advertising agency, releasing the first Intel 3D "Penguin" advertisement in theaters across the country along with the film copy. 3D film technology is becoming increasingly mature and may become more common in the next 3-5 years. It is also possible to become the mainstream and pillar of the film industry. Therefore, more and more advertisers are now turning their attention from traditional media to this incipient media form, believing that the rapid development of the film industry will bring more rewards and benefits to these advertisers!