Do audiences “love or hate” 3D movies?

As the blockbuster release of the "Monsterverse 10th Anniversary", "Godzilla vs. Kong 2: Rise of an Empire" has been comprehensively upgraded in terms of production, scenes and other aspects. During the movie viewing process, the audience deeply walked into the world of Behemoths. The climax scene of Behemoths' struggle for hegemony was assisted by an "amplifier" on the big screen. With the blessing of high-quality stereo surround sound effects, the roar of Behemoths rumbled in their ears. ring.

The 3D version of the film has a scheduling rate that far exceeds that of 2D. Some theaters in Shanghai have prioritized the 3D version of "Godzilla vs. Kong 2: Rise of an Empire." According to a staff member of a movie theater in Shanghai, "Godzilla vs. Kong 2: Rise of an Empire." "Rise of an Empire" had an attendance rate of over 30% for its prime screening in the Thousand-person Hall. It performed relatively well among imported films this year, but the 3D version received mixed reviews on the Internet. The theater manager said frankly: "Except for special effects blockbusters, few viewers want to watch 3D versions of other films. 3D movies projected by laser machines do have the problem of darker images, but we still hope to give more choices to viewers who want to watch 3D."

3D movie technology has been called "the greatest innovation in the film industry in the past 70 years." Since the release of "Avatar" in 2009, there has been a global 3D movie craze. At that time, it set a new box office record in film history with a global revenue of 2.8 billion US dollars, shocking the world. In 2012, the 3D version of the classic movie "Titanic" was released, creating a myth of 500 million yuan in Greater China. Humanity's continuous pursuit of artistic expression has led to the advent and popularity of 3D movies.

However, in traditional theaters, 3D movies have both successes and flaws. Audiences both like and fear 3D movies. What they like most is the realistic three-dimensional effect, which is so close that they can subconsciously dodge. What I'm afraid of is that the 3D images in many theaters are really too dark. It doesn't look like daytime, and the colors aren't bright either. Especially those darker scenes are really hard to see clearly.

This is because when most theaters show 3D movies, viewers need to wear 3D glasses, which causes a brightness loss of up to 75%. Therefore, due to the low brightness of the screen, many viewers feel like they are reading in the dark while watching the movie, causing headaches or nausea. Many viewers are resistant to 3D movies due to discomfort during viewing. How to improve the viewing experience of 3D movies has become a problem that the film and television industry needs to face up to.

A more realistic and comfortable viewing experience

In order to solve these problems, many theater chains and equipment manufacturers are also working hard to improve the brightness standards of 3D projection in theaters. However, compared with the brightness of traditional TVs, the brightness of most 3D movies is still too dark. The emergence of LED movie screens has exceeded the brightness of movie projectors by 10 times. This not only means that 3D movies will completely bid farewell to the dark look and feel, but will truly light up 3D movies, and audiences can even watch them in a brightly lit environment.

In addition to being far ahead in terms of brightness, the characteristics of LED determine that it can achieve ultra-high contrast with absolute blackness, which is an effect that is extremely difficult for projectors to match when projected onto the screen. The LED movie screen has a high contrast ratio that is nearly a hundred times higher than that of a DLP projector, and can present naked-eye 3D visual effects through optical illusion technology in the dark field of the cinema.

The depth of field and layering of 3D movies determine the visual impact of 3D movie images. Glasses-free 3D display technology has always been one of the directions actively explored and pursued by the display industry. As a relatively new innovative technology, glasses-free 3D technology has many advantages. Not only does it require no external auxiliary tools such as 3D glasses or helmets, it can Create realistic 3D effects and effectively avoid adverse reactions such as nausea, dizziness, and visual fatigue that are commonly caused by immersive experiences.

Utilizing the characteristics of low crosstalk rate and high contrast, parallax 3D technology can be used to present suspended 3D visual effects; at the same time, with its ultra-high brightness characteristics, it supports HDR (high dynamic range) format, which can restore more images in scenes with strong contrast between light and dark. The dark details make the picture presentation closer to the real perception of the human eye; it also has the characteristics of high refresh rate and supports high frame rate HFR format, making the fast picture presentation more continuous and clearer... Every feature of the LED movie screen , are all precise attacks on the shortcomings of traditional projection systems.

Opening up a new blue ocean in the industry

As the audience's requirements for visual effects are increasing day by day, film production is being pushed towards high-definition displays such as higher resolution and higher refresh rate. The significant advantages of LED movie screens in active lighting and naked-eye 3D can make up for most of the Traditional projection systems are unable to show the inadequacy of frame rate differences and better restore the brightness and color of the real world. On the other hand, the development of LED movie screens has bypassed the imaging chip problem of digital projectors dominated by foreign countries, is conducive to cultivating independent industries, and presents future technology trends.

After years of research and development and breakthroughs, many domestic companies have actively deployed LED movie screens and obtained DCI certification, gradually breaking the foreign technology monopoly. According to statistics, in 2023, more than 10 LED movie screens will be launched in China, with a total of nearly 50 LED cinemas, and they will be exported abroad. For example, Leyard has cooperated with cooperative brands in CGV Buena Park in California, the United States, and Alcazar Cinema in Paris, France. More than ten LED cinemas have been launched in places such as , Odeon Multicines in Spain and so on.

Since the beginning of 2024, the implementation of LED movie screens has shown a comprehensive acceleration trend. In January, Shandong’s first China Film CINITY LED cinema opened in Jinan Womei Cinema; Henan’s first VLED projection system, Hollywood Cinema Zhengzhou Shenghuali store in the Economic Development Zone opened; Jiangxi Province’s first CINITY LED theater Nanchang Wushang MALL store debuted. On February 5, Xinming Cinema, the first cinema in Chengdu, completed its upgrade. Its 16-meter wide screen is the country’s first curved CINITY LED cinema display. On February 8, Guangdong’s first VLED LED screen was unveiled in Guangzhou Huadu...

In the future, the main difficulty in promoting LED movie screens will still be to obtain the recognition of theaters and the maintenance and transformation of later equipment. In terms of the initial investment in purchasing screens, for giant screen halls, the cost of LED movie screens is not much different from that of IMAX and other brand giant screen systems. For ordinary screening halls, the cost of LED movie screens may be 3% of that of reflective projection. to 4 times. LED movie screens have unlimited possibilities. In addition to playing movies, they can also hold press conferences, event broadcasts, corporate events, theater performances and other activities, creating more opportunities for cinemas.

The emergence of a series of LED movie screen products has brought richer choices for the audience's audio-visual experience. Although there are still many difficulties and obstacles ahead, with the joint efforts of LED display companies and film industry owners, the domestic LED movie screen industry chain will seize the current development opportunities and use better projection technology and more complete The service system has won market recognition.