3D Mapping Projection Worth Revisiting

The arrival of 3D mapping projection has forever changed the paradigm of what a large-scale spectacle can become. Around ten years ago it was very new and hot with many companies jumping into the fray. For those who were considering it at the time, it was very expensive, technically risky, and confusing as to content creation. Today, however, things have changed. With new low-priced, quick set-up, laser-based, high resolution projectors, the cost of a 3DMP activation is roughly a third of what it was those ten years ago. Fewer projectors are needed to cover more space. Better processing means more pixels can be controlled at once. The types of the largest projection surfaces, now measured in hundreds of yards and meters, include castles, pyramids, stadium floors, and ships. Small scale examples abound from tennis shoes to automobiles (BMW Mapping) and even trucks (Shell Starship). We all certainly know the “how” in 3D mapping. Let’s discuss the “why” and the benefits.

Maintaining relevance in live entertainment industries requires steady innovation to maintain a level of new “WOW!” fan experiences year after year. Whether it’s tournament or annual civic celebration, the fear of becoming passé drives key decisions. Most producers who see the need to improve the guest experience, yet given the same operating budget from prior years, will err on the side of caution and basically repeat the event. Integrating 3D mapping is a cost-effective way to utilize existing unused assets in ways that can drive event revenue and social media sharing, while providing new excitement.

Consider the event venue. Often-overlooked features can become an amazing environment for projection. For example, large swaths of -glossy surfaces, such the features inside a shopping mall, become part of the canvas of the media. Grand facades of Greco-Roman design, ubiquitous the world over, are excellent projection venues. These facades are common city halls, theater entrances, churches, etc. Art Deco design has the best 3D mapping features with perpendicular surfaces and flat finishes.

Integrating 3D mapping structures as backdrops to the event stage gives new life to everyday structures, creating unexpected happenings on a grand scale. The fa?ade can now function as a media display background for live stage entertainment. Acts such as dancers, orchestras, bands, DJ’s etc. . Smaller venues and facades can create similar on a relative scale. Many cities have wonderful public structures that are perfect for

3D mapping? Because the event planners now have additional display opportunities, they can sell the ad space to sponsors. Instead of a logo, the sponsor can have a running commercial.

Compared on a per-square foot (or meter) basis, the cost of installing an LED wall the same size as the projection surface is extremely more expensive. An event marketer just needs to make sure the event is indeed at night or indoors. Large venues such as sports stadiums often have large interior features that can become pass-through immersive environments.

Nothing is attached to the projection surface so obtaining a display permit for a very old or protected structure is much easier. Trusts that maintain these older buildings see projection mapping as a way to augment income with little effort or spending.

Two very important components interactivity and social media. The various video processing systems that feed the video projectors can all integrate various methods of interactive input (Kinects, mobile devices, and apps) and the variety of reactive content is limitless. People playing the passive controller games can cause visual effects that affect the surface such as making a castle “wiggle” like Jello, or content driven such as launching rockets to shoot across a coliseum ceiling. Each system in its own unique application can integrate social media sharing as an input or display output. For example, it is possible to create an event titled “Text Your Face onto the Sphinx” at the Luxor Hotel and Casino. You text your face pic to a number and receive a branded pic of your face projected onto the Sphinx in return. Now you can and share.

For entertainment producers, event producers, civic planners, and event looking to increase the wow factor and drive social media, applying a 3D mapping element to the production design is a logical option. The lead time is typically ten to twelve weeks for content animation and production. Time to start planning!