Broadcast News

Bookmark and Share

Mytherapy Race Through 3D Panasonic Deal

A central London post facility Mytherapy D-Cinelab has recently 'beaten the clock' to complete a stereoscopic 3D commercial for Panasonic Viera 3D full HD TVs.
Time was vital as Panasonic struck the unprecedented deal to sponsor all 3D movies in every VUE and Odeon cinema in the UK.
But because the project started in April, they had only three weeks to come up with a 3D commercial to announce their arrival in the 3D world with the launch of their VT20 3D TV.
The decision was made to convert an existing 2D spot to 3D.
"Having worked with Mytherapy D-Cinema on other projects, including the creation of Panasonic's idents for their sponsorship of Live At Abbey Road, he was our first port of call," said Ash Bendelow, Group Account director at Panasonic's agency, Brave.
"Our close working relationship with Mytherapy's Managing Director Dado Valentic meant we already knew he was at the forefront of 3D production in the UK. If he couldn't do it, no one could."
Mytherapy used existing 2D-to-3D conversion tools alongside their own proprietary systems. The spot was depth graded and 3D mastered on Iridas Speedgrade. D-Cinema mastering was accomplished using the Mytherapy's D-Cinema mastering system, and testing was carried out using the Dolby 3D Digital Cinema system.
"Working with Dado is like watching a surgeon at work - he's precise, honest in terms of what can be achieved and able to produce miracles," continued Bendelow.
"Not only is the client ecstatic with the result, but cinemagoers have been blown away by the spot. It really cements Panasonic’s position as the leader in 3D technology. Going forward, we shall be working closely with Dado and Mytherapy to produce specific 3D content and advertising - because he's the best in the biz."
Mytherapy is a post-production facility specialising in digital cinema mastering, grading and stereoscopic 3D.
It is the first London facility to deal exclusively with post production, mastering and distribution of projects originated on digital cameras. With a strong emphasis on R&D, the company has developed a 3D mastering and subtitling solution, as well as developing its unique colour management pipeline for digital film cameras.
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

Sterling Event Group Signs Panasonic Deal
Sterling Event Group has announced a six-figure deal with Panasonic to allow it to offer the latest in projector technology in the UK. Sterling will b
Panasonic Introduces Mirror Head Solution
Panasonic has introduced a digitally-operated Mirror Head solution, capable of creating moving projections, to its range of accessories. Having been d
Firmware Upgrade Superpowers Panasonic EVA1
Panasonic has announced a firmware upgrade to its EVA1 compact cinema camera that, among many improvements, will see the camera capable of recording A
RCS Selects Panasonic Camera Technology
Panasonic remote camera technology has been installed as part of a major AV development at the Royal Conservatoire of Scotland. Working alongside Duet
Panasonic Display Screens Selected For Art Exhibition
ArtAV has selected nine display screens by Panasonic as part of an art exhibition by Ragnar Kjartansson, entitled 'God, I Feel So Bad', at the Reykjav
Panasonic Collaborates With Berlin Phil Media
Panasonic has collaborated with Berlin Phil Media to construct new UHD-HDR production facility in the Berliner Philharmonie. As part of the collaborat
Panasonic's VariCam LT Chosen For ITV Drama
Panasonic's VariCam LT has been chosen by ITV Studios as the primary camera for the emotional factual drama, Little Boy Blue. The drama documents the
Panasonic Nominated In Three Categories At Gear Of The Year Awards
Panasonic has been nominated for three categories at Pro Moviemaker's 2017 Gear of the Year Awards for Innovation of the Year, Launch of the Year and
Panasonic Announces Specs For AU-EVA1
Panasonic has published further information regarding the AU-EVA1 compact camera. The camera, which was previewed at Cine Gear Expo earlier this year,
Panasonic Projects Big Things Following UK Rental Event
Panasonic has hosted an event for the UK rental and staging industry, where it showcased the new PT-RZ21K 3-chip DLP projector for the first time in t
Really Creative Media Purchases New Panasonic Projectors
Really Creative Media has purchased Panasonic's PT-RZ21K 20k lumen laser projectors to help with its year of fashion events and summer touring. Nick D
Panasonic Business Provides Swiss Broadcaster With 90 Camcorders
Panasonic Business has announced it provided Swiss broadcaster with 90 camcorders with the aim of future-proofing its technology with 4K capability. P
On Sight Uses SGO's Mistika For Flying Monsters In 3D With David Attenborough
SGO Mistika, the most powerful stereoscopic 3D toolset in the industry, was used for all the stereo 3D , 2D; and its first evert 3D IMAX by London's O
A/V Giants Join Forces In 'Full HD 3D Glasses Initiative'
Four audio/video giants have announced their intent to collaborate on the development of a new technology standard for consumer 3D active glasses, und
PLF Announces Three-Day 3D Training Course
Principal Large Format (PLF) has announced that it will lead a three-day training course on 3D cinema and television next January in London. Titled Ad