Feeds

Intel hands out rose tinted polarizing glasses to chip geeks

One-eyed Katz

The Essential Guide to IT Transformation

IDF Intel just can’t get the stars out of its eyes this week. Hollywood uber cartoon geek Jeffrey Katzenberg took to the stage at IDF Wednesday to plug the deal the two signed barely a month ago.

Intel also used the opportunity to dangle the prospect/nightmare of 3D TV in front of an audience already left shaken by the chip maker’s Internet TV tie-up with Yahoo.

Katzenberg and Intel announced they had come up with a brand for their collaboration – Intru3D. It’s pronounced “in true 3D”, though on first sight it does seem to suggest something slightly more menacing.

Presumably the pair are banking on the brand becoming the movie theatre equivalent of Intel Inside, with cinema goers feeling confident that the 3D film they are about to see will have been safely rendered on Intel-based servers thus avoiding the unpleasant side effects Katzenberg said were associated with traditional 3D platforms.

Attendees were given a taste of what the finished result will look like, with a cinema screen appearing from nowhere, and Katzenberg asking attendees to slip on the new style 3D glasses, which feature polarizing lenses, rather the traditional hurl-inducing red and green. The polarizing lenses also mean the traditional two projector system for 3D pics is replaced by a single digital projector.

Attendees were then shown a 3D-ified clip of current release Kung Fu Panda, and a preview of Monsters versus Aliens, due to hit cinemas next year. The results were certainly less stomach churning than Halloween III, which was the last 3D movie this reporter saw in a cinema. More to the point, Katzenberg assured us that we looked much cooler than the 50s audience for 3D movies. Which considering this was an audience of chip developers, was a compliment. We think.

Intel digital home boss Eric Kim said the Intru3D brand was purely for theatres, but added the vendor was looking at projects to bring 3D to the TV. “There are interesting technologies,” he said. “We think it’s a matter of time before it gets there.”

Once the vendor can marry together home TVs and the polarizing glasses needed to view the images, said Kim, “the market will take off in a big way.”®

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
YES, iPhones ARE getting slower with each new release of iOS
Old hardware doesn't get any faster with new software
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.