Filmmaker James Cameron (“Titanic”) has dubbed the new technology “the Holy Grail of advertising.” Eric Miller, a digital artist and the director of online training for the Gnomon School of Visual Effects notes, “A new medium for artists to explore doesn’t come along very often, and this is one that really needs to be seen.”
Perhaps the most telling response comes from within the ranks of the Hollywood technorati. “It’s a glimpse of the future,” says Josh Greer, president and cofounder of RealD, one of the industry’s leading providers of 3-D technology. “Everyone in this town is interested in 3-D and this,” he says, shows “what the next stage will look like.”
RabbitHoles offers startling realism, but only for 10 to 12 seconds of motion. That’s not enough for a normal 30-second advertisement, but the moving holograms have already produced a handful of movie-theater ads, special effects in theme park rides, and a sprinkling of holographic art pieces.
Thanks to several years of research and development by laser technicians and optical engineers in Canada, crisp-moving 3-D images once seen only on a computer, or with special glasses in movie theaters, have finally been realized – and in an easily portable format.