Feeds

Intel hands out rose tinted polarizing glasses to chip geeks

One-eyed Katz

Boost IT visibility and business value

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.”®

The essential guide to IT transformation

More from The Register

next story
Apple takes blade to 13-inch MacBook Pro with Retina display
Shaves price, not screen on mid-2014 model
Top Gun display for your CAR: Heads-up fighter pilot tech
Sadly Navdy kit doesn't include Sidewinder missile to blast traffic
iPhone 6 flip tip slips in Aussie's clip: Apple's 'reversible USB' leaks
New plug not compatible with official Type-C, according to fresh rumors
FEAST YOUR EYES: Samsung's Galaxy Alpha has an 'entirely new appearance'
Wow, it looks like nothing else on the market, for sure
YES YES YES! Apple patents mousy, pressure-sensing iVibrator
Fanbois prepare to experience the great Cupertin-O
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
Things are looking up in Flappy Bird sequel
'Swing Copters' offers the same gameplay but in a different direction
NVIDIA claims first 64-bit ARMv8 SoC for Androids
Mile-High 'Denver' Tegra K1 successor said to rival PC performance
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
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.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.