3D viewing is nothing new. In fact, it is as old as the human race. Artists have long appreciated man’s ability to see in three dimensions. Cave paintings in France and Spain, for example, show that even 15,000 years ago, artists were trying to express this perspective. In some of the paintings, artists had used the natural contours of the walls to show the bulk of the animals.
From cave paintings to hi-tech digital screens, the jump is beyond compare. But people still endeavour to capture images and forms on a flat surface that give the illusion of 3D effect. However, as in the case of 3D cinema, special glasses are required to view the 3D images, which makes it a medium of high potential for OOH displays, but physically impractical.
Now, Absolute 3D Visions is aiming to free the medium from the confines of special glasses with the country’s first ever 3D screens that do not require special glasses to view the 3D effect.
VS Veerasami, CEO, Absolute 3D Visions, said, “Absolute 3D Visions has developed spectacle free 3D screens and aims to sell the application to the OOH advertising and point-of-sale fraternity across the world. Our technology immediately grabs the attention of the visitor and gives them an extraordinary and entertaining 3D experience. Apart from that, we have also created an end-to-end solution, including 3D content creation software tools and 3D displays that enable you to show animated content video. What’s more, our screens can still show 2D video content in high definition.”
“Actually, what Absolute 3D Vision is doing is nothing less than making technology conform to the real world. Our goal is to achieve what all artists, since the cave painters, have long dreamed of: giving human beings a viewing experience that does full justice to our ability to see in 3D. Decades after it was first envisioned, 3D has finally arrived in India. Our company has recently installed India’s first ever 3D displays at the Coimbatore airport, where a total of 10 42-inch units have been placed at both the domestic and international terminals,” Veerasami added.
Ashok Vaidyanathan, Head-Business Development, India, Absolute 3D Visions, said, “The advantages of 3D are clear as the same can be used for advertising, game players, doctors, television viewers, and nearly anyone who uses an electronic display for any of the applications. 3D provides a richer, more lifelike, informative, and entertaining experience than 2D.”
He further said, “We are now ready to bring alive the world of spectacle free 3D display and capture both the OOH and retail sectors. We are also planning to come up with different screen sizes ranging from 8 inches to 60 inches and offer end-to-end 3D solutions. By 2010, we also aim to capture 30 per cent of the digital market in India, and earn revenues close to Rs 200 crore.”
However, the technology benefits notwithstanding, price of the technology still remains a key point for it to be omnipresent and attain the go-ahead from markets such as India. Addressing this issue, Veerasami said, “Looking at the Indian market, we have decided to come up with 3D digital screens that are only 50 per cent more costly than the normal high definition LCD screens. But we aim to further bring down the cost of the screens in the near future by setting up a plant at Coimbatore, which will be able to produce approximately 500 3D screens per month.”
Absolute 3D Vision offers a range of auto-stereoscopic 3D displays for professional applications. Veerasmai explained, “The slanted multi-view lenticulars lens technology leads to full brightness, full contrast, and true colour representation. Moreover, it allows multiple users to view 3D content at the same time within a large comfort zone.”
The Group is also looking for deployment of its technology in other locations apart from airports (in India) as well as tie-ups across the world. “Our company is targeting locations such as Metro railway stations, and multiplex cinemas in cities across India,” Veerasmai said, adding, “We are in discussions with some major advertising companies for tie-ups, so that we can establish a digital signage network for 3D screens in cinema theatres and multiplexes across India. In future, we also aim at establishing new market opportunities in Brazil, the Middle East, Malaysia and South Africa.”