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Offhollywood Brings Unique Vision III 3D Lens Technology to Production Market

Visually Compelling New Imaging Technology Enhances Depth, Shape, Texture, and Realism in 3D Production, Enriches Video for 2D Viewing

NEW YORK — April 2010 — Leading digital cinema company Offhollywood today announced that, in association with Element Technica 3D and Thales Angenieux, it is providing producers and cinematographers with cutting-edge Vision III Imaging 3D lens technology. The integrated solution unites Element Technica's 3D rigs for capture of stereoscopic 3D images, Vision III's patented Digital Parallax Scanning (DPS®) technology, and Thales Angenieux's high-quality cinema and television lenses to yield an unmatched 3D viewing experience.

Footage resulting from the combination of Vision III's technology with state-of-the-art 3D techniques — called v3D™— will be available for viewing in real time on a 3D-enabled TV in the Thales Angenieux booth (C6037) and at the Element Technica 3D booth (C12326) at the 2010 NAB Show. This technology has supported broadcasts including CBS Sports® coverage of NFL football, the U.S. Open, and the NCAA®. Offhollywood completed its first 3D production featuring v3D technology in a project for the Newseum.

"As an ideally located and highly respected provider of digital cinema solutions, Offhollywood is a valuable partner in our provision of advanced 3D technology to the rental market," said Walter Pollard, head of marketing and business development at Vision III Imaging. "The company has an excellent reputation with respect to embracing and supporting the latest technologies, and we appreciate both its forward-looking approach to digital cinema and its strength across both production and post-production."

Stereo-paired cameras that employ Vision III lens technology dramatically enhance object definition in a more natural-looking environment, thus largely eliminating the "cut-out" effect of background imagery. By decreasing the interocular distance (distance between cameras), Vision III technology also reduces audience eye strain without sacrificing the perceived depth of the scene. For productions targeted also to 2D viewing audiences, the system allows a single channel (left or right) to be released as a depth-enhanced image compatible with standard 2D displays.

"Vision III's DPS technology gives 3D a very intense sense of realism, not only making up for lost detail by enhancing textures and shapes, but also creating a more genuinely immersive experience," said Offhollywood CTO and co-founder Mark L. Pederson. "The improved quality enabled by this unique 3D lens technology will allow our customers to enhance visual impact on the large screen, and it adds value to video repurposed for 2D delivery to Web and mobile markets. We're very excited about the results we've seen so far from this integrated solution."

With 3D color grading capabilities, the most sophisticated video assist solutions, and an on-site Dolby® screening theater, Offhollywood offers filmmakers the best in 3D equipment, production, and post services. Offhollywood has Vision III DPS-equipped Angenieux lenses and Element Technica Quasar™ 3D rigs in its rental inventory. More information about Offhollywood and its unique 3D, digital cinema, and RED™-focused services is available at www.offhollywoodny.com.

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About Vision III
Vision III produces the AX3 and AX4 parallax scanning adapters for PL-mount Digital Cinema and ENG/EFP lenses. These patented technologies employ unique optical techniques to capture 360° of three-dimensional parallax information. The AX3 and AX4 insert into the lens' optical path, at or near the plane of the iris, allowing for parallax views to be captured. Digital Cinema and HD video shot using AX3/AX4-equipped lenses are recorded using industry standard cameras, and can be projected in theaters — and broadcast to the home — with no additional equipment. DPs and Stereographers can use the AX4 to create v3D™ images — creating content that is more immersive than traditional 3D with no changes to the 3D production cycle. In addition, a single channel (left or right) of a v3D production can be released as a depth-enhanced v3® image that will play on all standard 2D displays, dramatically improving realism and texture. For more information about the AX3 and AX4 adapters, as well as the revolutionary v3D technology, please visit http://www.inv3.com.

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