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New York's first annual 3-D entertainment technology festival.
Full swing today at Times Square top innovators and executives gathered and -- -- latest advances in three technology.
We -- able to steal away -- one good and just three of the best minds in the business to give us an -- look.
And do what is happening at the conference and what will happen in your women everywhere -- -- stage Claire.
Hopefully after that right -- -- the reality digital systems bill McKinney chief technology officer Hewlett-Packard's personal systems group.
-- inventory chief creative officer and executive vice president.
Of National Cinemedia gentlemen all three of you thanks for being here stated.
You must first victim -- sitting clubs have been submitted a lot like the -- already written about it.
Quickly how quickly do you think adoption -- how fast it hasn't been.
The 3-D technology developed and what are you working on specifically that is just leaps and bounds above what it means -- year.
-- -- -- -- -- It unbelievably exponential rate you know where we were two years ago.
With hand crafting every frame of a picture and make it comfortable compelling and -- thing we're doing this in real time.
Automatically at this point so the technologies is moving so quickly we broadcast an NFL game a few weeks ago.
And it was comfortable watch beginning -- all three hours it was beautiful thing.
And so how -- what to -- that its previous about a -- -- thinks it's about so much more.
Then just entertainment whether its -- down or broadcast.
And -- is really part beginning to permeate so many different industries and parts about a lot.
Right so in fact overseeing -- -- getting a lot of traction presence and health care.
So we're actually working -- project with one of the major health care providers here in the U us were bringing 3-D into the surgical suites.
So while the surgeons actually see your MRI cat scans were -- in financial services and oil and gas.
My belief is is that -- he's gonna have if not even more impact on the -- -- -- Enterprises using 3-D to make better decision making that even on the consumer side and then of course when it comes to consumers and business in general advertising.
-- absolutely were saying -- in the -- space that there -- there's definitely a course of advertisers really trying to get into the into the three platform.
-- -- provides a fundamental value that type TD just can't -- if you're trying to convey things like texture which by definition is three the year special qualities of a product here.
I'm really there's a myriad of reasons that -- advertisers are finding that three is the best way to connect with their consumers.
Angry -- me how I mean how they even decide they have to rethink the entire way to approach adds period -- they are absolutely I'm I'm often asked are there certain products that they were -- -- and treaty and and my answers typically that.
It's really comes under the creative and it comes down to what the concept is -- -- behind that and and certainly for advertisers.
Three years into a new language and they really have to understand what they're trying to comment you know accomplish -- -- -- -- -- the conference I always get asked us.
And a half to win the glass but.
Yes no no no will it be if it HP labs we have from a very exciting projects under way to get rid of the glass -- so therefore you want to give -- -- in 3-D.
No glasses -- that's -- couple years away.
But in the meantime.
It -- increase segment in the right well -- looking pretty good -- At that I'm gonna show for Oakley here but these are 3-D glasses and -- to Wear these all day we are shooting exteriors and New Zealand a few months ago.
Where these inside the -- look at the monitors walk outside bright sunlight they -- the sunglasses so it's.
Glasses are required because -- rescue way to filter the images but there are ways to have better glasses and you certainly.
We did will be like will be lifting those out of your pocket -- -- -- -- -- state -- -- -- -- states declare Phil McKinney.
And inventory gentlemen thank you have a great weekend -- season.
Good thank you American students falling behind other countries especially in science and -- -- -- our children compete.
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