JLS Movie Points To 'Event 3D" Opportunity

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Producer Bikini and facilities house Prime Focus have successfully collaborated on Andy Morahan and Ben Winston's new stereoscopic film: JLS: Eyes Wide Open 3D.

The 90-minute feature went on a tour of selected UK and Ireland cinemas last week. Initially scheduled to be for one day only (June 3), two additional dates were added and the number of cinemas showing the film had to be increased from 200 to 300 to meet the huge demand for tickets.

Filmed during the boy band's recent UK arena tour, JLS: Eyes Wide Open 3D goes behind the scenes to reveal interviews and backstage footage as well as featuring concert footage shot at The O2, London in January 2011. According to Bikini and Prime Focus, the film represents “a move towards Event 3D and provides evidence that film-makers are employing 3D in creative ways to provide audiences with immersive and engaging experiences at the cinema.”

Bikini and Prime Focus go on to say that the concept of Event 3D is perfectly suited to concerts and 'as-live' music events and “could add a new dimension to the way the music industry connects and sells to its audience. It also provides the opportunity for people to experience events outside the realms of the traditional concert environment.”

With pre-booking sales for JLS: Eyes Wide Open 3D surpassing all expectations, the potential market for Event 3D is huge, believes Bikini Executive Producer Phil Barnes "There's a massive appetite for live concerts and, it seems, there's now a real appetite for this kind of entertainment in cinemas too. Shooting a concert in 3D is both technically and creatively challenging - but hugely rewarding - as the spectacle of a live concert in the cinema, playing in 3D, with surround sound really gives viewers another level to the experience. It's the closest thing yet to being at the gig."

Paul Willey, Prime Focus Commercial Executive added: “3D unquestionably presents opportunities for film-makers and brands to connect with audiences in a unique way. However, delivering a 3D project in a timely and accurate fashion requires patience, skill, commitment and resources. We've developed a great workflow at Prime Focus for stereo-acquired content; and being able to help clients maximise the opportunities in this space is a really exciting place to be.”