Reliance MediaWorks launches in-cinema 3D advertising

MUMBAI: Film and entertainment services company, Reliance MediaWorks Ltd., launches 3D conversion services for advertisers.

The first advertisement to be converted into 3D is for Reliance Netconnect’s ‘It’s Fast. Are You?‘ campaign, which includes three films.

The films were scripted and shot by Grey India keeping the 3D format into consideration and would be screened across BIG Cinemas from 26 August.

The company’s bouquet of 3D services includes stereoscopic 2D to 3D Conversion, 3D services for any type of 3D alignment issues, image and detail enhancements, grain and noise management and on-set consulting,DI grading for 3D, creation and handling of 3D DCPs and 3D camera services.

Reliance Communications Group head - brand and marketing Sanjay Behl said, “With our world-class network quality and wireless data penetration in over 1000 towns, we are confident of delivering the fastest Wireless Broadband speed in the country, tested at levels of upto 28 MBPS, powered by the superior MIMO Technology. The ad campaign demonstrates that Reliance Netconnect‘s GSM and CDMA wireless data product range delivers the best broadband speeds in over 1000 towns across the country, thereby resulting in a delightful customer experience.”

A member of the Reliance group, Reliance MediaWorks currently operates one of the largest Stereoscopic 2D to 3D Conversion services facilities in India at Navi Mumbai and has a team of 400 artists.

The company has recently completed VFX and 3D Conversion work for the remake of Conan the Barbarian and has also provided 3D solutions for movies such as Avatar, Journey to the Center of the Earth, U2, X Games 3D: The Movie and Step Up.

According to an official statement, with the increased consumption of 3D films in the country, In-cinema 3D advertising has the potential to capture a significant share of the OOH pie in India.

Reliance MediaWorks CEO Anil Arjun added, “There are over 230 3D cinema screens in India and they offer an engaged and seated audience with a leisure mindset. By using our hi-end 3D conversion services, advertisers can offer an immersive, fun and innovative experience to this captured audience, which will help strengthen the brand recall. With technology advancements in 3D televisions, in the near future we will also witness 3D advertising reaching home entertainment.”

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