Tim Sarnoff Technicolor's President of Production, addresses attendees.
energy was building, the drones were flying and the mood was celebratory as
Technicolor officially opened its brand-new Culver City TEC Center dedicated to
the brave new worlds of VR (virtual reality), AR (augmented reality) and other immersive
official name is “Technicolor Experience Center”, and it’s been having a “soft”
opening for almost a year, but now the doors are really open... The facility
is a collaborative lab and incubator to develop future content and delivery
platforms in the Immersive media space. “The TEC is really a work in progress,”
explains Marcie Jastrow, Technicolor’s SVP Immersive Media and the executive in
charge of the Center. “It’s a safe place for people to come and learn. It’s part education, part production and part
post-production.” Although Technicolor is the parent company of hot VFX shops
The Mill, MPC and Mr. X, which combined work on fully 80% of Hollywood
blockbusters and 50% of Super Bowl spots, the TEC is agnostic – meaning they
welcome all producers and projects.
“Technicolor” and most people think old time movie color, but as Tim Sarnoff,
Technicolor’s President of Production points out, “We processed our last foot
of film in 2015, we’ve been growing in the digital space for years.” Technicolor owns over 40,000 patents and is
ubiquitous today. “Everyone touches something that involves Technicolor,” says
Sarnoff, “… from your smartphone, TV, set-top boxes, blockbuster movies to
Super Bowl commercials.”
cool item on display was “The Blackbird” a VR vehicle designed by The Mill that
has been transforming auto advertising because it can mimic almost any type of
car and its unique 3D camera rig can capture a virtual version of any
environment. Along with making auto ad
shoots easier, The Blackbird (named because it was built in the very same
hangar where the legendary spy plane, SR-71, was constructed) can also help automotive
designers envision a new vehicle much earlier in the design process.
400 people crowded Technicolor’s new space – designers, directors, executives
from gaming, TV, film studios and technologists, all curious about the night’s other
big announcement: Technicolor and HP’s new collaboration: MARS Home Planet, an
ambitious project to use VR to design a life-sustaining environment for 1
million humans on the Martian surface. Hopefully we don’t have to flee Mother
Earth just yet (!) but this will be a vast experiment where students and
members of the public worldwide are invited to participate.
Blackbird VR vehicle.
wanted to tap into the collective human imagination and inspiration to reinvent
life on another planet…” enthuses Sean Young, HP’s Worldwide Segment Manager,
Product Development. He also pointed out
that while HP is known for its printers, they’ve been working in the film and
media space for 75 years, starting with building a color grader for Walt
Home Planet uses NASA’s research and footage of the Martian surface to create a
realistic backdrop for engineers, creatives, scientists and others to reimagine
what human life on another planet could be. Wanna be an astronaut? Go to hp.com/go/mars. The first 10,000 explorers get a download
code for the Fusion Mars 2030 VR Experience.