Media company uses 3-D to stage a disappearing act downtown
The new frontier for 3-D projection?
Forget movie theaters or television sets.
A Fairfield, N.J., company is using state-of-the-art 3-D projection technology to make a 12-story building downtown “vanish.”
Pearl Media, which specializes in doing giant outdoor 3-D projections for such clients as Chevy Sonic, Lexus, Hyundai and Twentieth Century Fox Home Entertainment, on Thursday night will use its proprietary 3-D mapping technology and high powered projectors to make a building on West 9th Street look like it has disappeared.
The system will map the 3-D projection to the contours of the building, using a combination of animation, light and shadows to create the illusion that the building has been replaced by skyline.
The visual trickery is part of a social media campaign to promote Pearl Media’s client LoopNet.com, a commercial real estate website. Hence the theme of the visual effect: “To demonstrate that if a commercial isn’t listed on LoopNet.com, it’s invisible,” Pearl Media said in a statement.
It’s just the latest outdoor 3-D projection for Pearl Media, which in September 2011 projected a giant image on the Roosevelt Hotel in Hollywood to promote the DVD and Blu-ray launch of Fox’s “X-Men: First Class.”
ALSO:
3-D isn’t big draw 2nd time around
Real-D, supplier of 3-D technology, expands into China
Legend 3-D to hire ex-Digital Domain workers from Florida
It's a date
Get our L.A. Goes Out newsletter, with the week's best events, to help you explore and experience our city.
You may occasionally receive promotional content from the Los Angeles Times.
