3D Cinema Advertising Campaign by Samsung
Samsung Electronics America, Inc., a market leader and award-winning innovator in consumer electronics, will be the first electronics company in the U.S. to launch a 3D cinema advertising campaign to highlight the wonder of Samsung’s new 3D LED TV.
Global media agency network Starcom MediaVest Group developed the media plan for the new 3D cinema marketing effort on behalf of Samsung, working in collaboration with NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology.
Premiering on April 2, 2010, and running through July, Samsung’s new 3D TV cinema campaign will be seen nationwide prior to several highly-anticipated 3D films in select movie theaters in the NCM Cinema Network – the nation’s largest digital in-theater network comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other leading exhibitors across the U.S.
To showcase Samsung’s cutting-edge 3D cinema advertising creative, NCM will integrate unique new 3D elements into its FirstLook digital entertainment and advertising pre-feature program to coincide with the campaign launch. Designed with the audience in mind, NCM’s FirstLook provides a high-quality entertainment experience for patrons and an engaging marketing platform for advertisers.
“We believe that the best way to generate excitement for our cutting-edge 3D TVs is by presenting them in the most engaging 3D environment that exists today – the cinema,” said Peggy Ang, vice president of marketing communications at Samsung Electronics America. “Samsung is the leading innovator in 3D TV technology and it is only natural that we be the electronics industry forerunner in 3D advertising as well.”
Samsung’s new :30 second 3D spot, entitled “Wonder-full,” was created by Leo Burnett and an elite production crew, including the Oscar-winning director of photography, Mauro Fiore, to bring the wonder of the 3D experience to life. Asking, “Ever wonder how amazing it would be to experience life in another dimension?” the spot introduces audiences to a new dimension in TV – the Samsung 3D LED TV. The wonder of Samsung is illustrated using the latest 3D digital cinema technology, which has captivated moviegoers across the globe. The 3D cinema spot is part of a new holistic marketing platform, called “Dedicated to Wonder,” that speaks to the pride and passion Samsung has in creating moments of Wonder when consumers use Samsung products.
“Samsung has long been an innovator in cinema advertising, so working together with them on the launch of their first 3D campaign was a great opportunity,” said Cliff Marks, NCM Media Networks’ president of sales and marketing. “While 3D is just the latest arrow in the quiver for marketers to use to engage movie audiences, it will be exciting to see how exceptional brands like Samsung continue to evolve creatively in our larger-than-life medium.”
About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, N.J., Samsung Electronics America, Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., Ltd., markets a broad range of award-winning, digital consumer electronics and home appliance products, including HDTVs, home theater systems, MP3 players, digital imaging products, refrigerators and washing machines. A recognized innovation leader in consumer electronics design and technology, Samsung is the HDTV market leader in the U.S. Please visit www.samsung.com for more information.
About Starcom MediaVest Group
Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of highly specialized consumer contact companies. SMG’s global organization includes strategic marketing communication architects who are highly specialized in media management, response media, internet and digital communications, as well as multicultural, entertainment, gaming, sports, sponsorship, event marketing and media. With nearly 6,200 employees in 110 offices worldwide, SMG delivers brand-building results for many of the world’s leading companies. It is part of Paris-based Publicis Groupe S.A. (Euronext Paris: FR0000130577).
About National CineMedia (NCM)
NCM operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater network covers 171 Designated Market Areas® (49 of the top 50) and includes approximately 16,800 screens (15,400 digital). During 2009, approximately 680 million patrons attended movies shown in theaters currently included in NCM’s network (excluding Consolidated Theatres). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing approximately 40 entertainment-related Web sites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 41.5% interest in and is the managing member of National CineMedia LLC.
3D Display Revenues Forecast to Reach $22B by 2018; 3D-Ready TV Shipments to Reach 64M Units
In its recently released 3D Display Technology and Market Forecast Report, DisplaySearch forecasts that the total stereoscopic 3D display market will grow from 0.7 million units and $902 million in revenues in 2008 to 196 million units and $22 billion in revenues in 2018, a compound annual growth rate (CAGR) of 38% for revenues and 75% for units.
3D displays are taking off with consumers due to increasing availability of 3D content. In addition, 3D standardization has also been addressed or is being evaluated in several 3D organizations.
In its recently released 3D Display Technology and Market Forecast Report, DisplaySearch forecasts that the total stereoscopic 3D display market will grow from 0.7 million units and $902 million in revenues in 2008 to 196 million units and $22 billion in revenues in 2018, a compound annual growth rate (CAGR) of 38% for revenues and 75% for units.
Figure 1: 3D Display Forecast, Source: 3D Display Technology and Market Forecast ReportThe market for 3D displays—which is encouraged by the recent success of 3D cinema—is forecast to take off in 2010, providing a welcome boost to the electronics industry. “3D displays are taking off with consumers due to increasing availability of 3D content. In addition, 3D standardization has also been addressed or is being evaluated in several 3D organizations,” noted Jennifer Colegrove, Director of Display Technologies at DisplaySearch. “A number of manufacturers of consumer electronics devices, including TVs, monitors, notebooks, Blu-ray disc players, and digital cameras/camcorders/photo frames have aggressively promoted 3D in the home. In addition to consumer use of 3D displays, the technology has also been used for many professional applications and advertisement/public displays.”
DisplaySearch forecasts 3D-ready TVs will grow from 0.2 million units in 2009 to 64 million units in 2018. 3D-ready TV will be the largest application in terms of revenue in 2018 with $17 billion (Figure 1).
Additional findings from the DisplaySearch 3D Display Technology and Market Forecast Report:
3D-ready monitors will grow from 40K units (0.02% penetration) in 2009 to 10 million (3.6% penetration) in 2018.
3D notebook PCs are forecast to grow from 66K units (0.04% penetration) in 2009 to 17.7 million (3.2% penetration) in 2018.
Mobile phones will be the largest 3D display application on a unit shipment basis in 2018, with 71 million units with 3D capability.
The largest screen size category for 3D display shipments will be 1-4.x”, due to demand from mobile phone and digital camera/camcorder applications. The second largest size range will be 40-49”, due to TV, public display and 40+ monitor applications.
LCD will be the primary display technology used for 3D displays, as a result of its wide range of display applications ranging from small mobile phones to large public displays and TVs.
Eyewear will be necessary for most 3D applications for many years to come, due to the limitations of auto-stereoscopic (no glasses) technologies.
DisplaySearch forecasts there will be more than 7,000 new 3D cinema screens installed in 2010 and an additional 9,000 in 2011.
The DisplaySearch 3D Display Technology and Market Forecast Report is a comprehensive analysis of the stereoscopic 3D display technologies and their market forecasts through 2018. The report profiles about 150 3D display-related companies, with a breakdown by technology for 3D display and supply chain. 3D image creation and processing, human factors, content delivery and standardization are also discussed in the report. The Excel database provides a pivot table with market forecasts for units, revenues and ASPs, by nine size breakdowns, and ten applications: TV, mobile phone, digital camera/camcorder, digital photo frame, head-mounted display, notebook PC, monitor (<39.x”), 40+” monitor, public display, cinema and other applications.
The report analyzes over a dozen 3D display technologies, focusing on six categories in the market forecast: passive glasses with one panel, passive glasses with two panels, active glasses, no glasses (auto-stereoscopic), head-mounted display and holographic/volume. The report also covers touch screens for 3D displays. For more information on this report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, or contact@displaysearch.com or contact your regional DisplaySearch office in China, Japan, Korea or Taiwan.
The DisplaySearch 12th Annual USFPD Conference, called “Laying the Foundations for the Next Wave of Growth: Energy Efficient & Low Cost Alternatives Lead the Way” will be held March 2-3, 2010 at the Hilton San Diego Resort in San Diego, California. The event will focus on all major and emerging flat panel display applications, as well as key components and materials related to the supply chain. To view the agenda and register, visit www.displaysearch.com/usfpd. Register by January 25, 2010 to receive the early bird discount and save $400! Media interested in attending the USFPD Conference should contact Stacey Voorhees-Harmon at stacey(at)savvypublicrelations(dot)net or call +1.925.336.9592.
About DisplaySearch
Since 1996, DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the $770 billion display supply chain, as well as the emerging photovoltaic/solar cell industries. DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge and resources. In collaboration with the NPD Group, its parent company, DisplaySearch uniquely offers a true, end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at www.displaysearch.com. Read our blog at www.displaysearchblog.com and follow us on Twitter at @DisplaySearch.
3D TV Moves Into Focus
Work underway at ITU sets out roadmap for highly advanced new broadcasting systems that mimic real-life visual experience
Television viewers could soon be enjoying their favourite programmes or feature films in ‘stereoscopic 3D’, thanks to ground-breaking work being undertaken at ITU.
Study Group 6 of ITU’s Radiocommunication Sector (ITU-R) has released a new Report outlining a roadmap for future 3D TV implementation, which envisages systems so smart they accurately mimic the way our eyes and brains perceive the visual world.
The new roadmap would see 3D TV technology rolled out in three successive generations (technically known as profiles).
The first generation — ‘plano-stereoscopic television’ — calls for two views to be delivered to viewers’ TV sets. Wearing special glasses similar to those used to watch 3D cinema, viewers will be able to see depth in the picture, although the view will remain the same when they move their heads (in real life, our view changes when we move our heads).
The second generation will provide for multiple views, with head movement changing the view, for a viewing experience that more closely mimics real life.
The third generation will feature systems that record the amplitude, frequency, and phase of light waves, to reproduce almost completely human beings’ natural viewing environment. These kinds of highly advanced systems are technically some 15-20 years away.
“This new ITU report establishes a clear framework for the development of new types of systems that will totally change the way we experience broadcast and multimedia content,” said Valery Timofeev, Director of ITU’s Radiocommunication Bureau. “It maps out an exciting vision that won’t just change the look of entertainment, but open up a whole range of exciting new possibilities in sectors from education and healthcare to traffic management.”
New 3D TV technologies being developed under the auspices of ITU will also have major implications for the film and television production sector, as content will need to be filmed using special new equipment in order for viewers to enjoy the full 3D experience.
Christoph Dosch, Chairman of ITU-R Study Group 6 said: “This is an important step forward on the road to globally-agreed ITU Recommendations on 3D TV. I’m optimistic that we’ll make further advances at our next meeting in April 2010.”
