3D NBA production a hit from coast to coast
Steve Hellmuth (left), Jeffrey Zachary (center), and Andy Rosenberg, who oversaw the 3D NBA production, outside the Pace 3D trailer.
Last night’s NBA All-Star Saturday Night in 3D made for an exciting night at U.S. Airways Center in Phoenix as the production crew turned in what many involved called a flawless effort. But it was the reaction around the country that had executives from Cinedigm, Pace, TNT, and the NBA buzzing afterwards.
Jonathan Dern, Cinedigm president, said the Mann Chinese Theater in Los Angeles ran out of 3D glasses as movie goers from other theaters came into the 3D theater to see what all the fuss was about. Enthusiastic crowds were cheering more loudly than the fans at the actual event.
And the efforts of Steve Hellmuth, EVP, technology and operations for the NBA to get the game distributed to Toronto paid off as reports said the theater was standing room only.
Additional theaters presented the 3D event in second theaters to handle overflow crowds.
After the event Hellmuth said the NBA teams did a great job promoting the event to season ticket holders. And it makes sense as the biggest challenge can simply be getting fans to leave their home and go to the theaters. And there are no fans more comfortable with leaving home to experience NBA hoops than season ticket holders who do it dozens of times during the season.
Once again the 3D experience has proven itself on the big screen. Bud Mayo, chairman and CEO, Cinedigm, says the company will continue to help fund productions of more sporting events and he hopes to offer up six or seven more events this year.
Up next? Getting marketers on board for 3D advertising. “The images are more immersive and attention getting,” says Vince Pace, CEO of Pace who produced the event. “From a marketing standpoint it will be a shift away from looking to get more eyeballs to getting the eyeballs to pay more attention to an ad.”
