By Christine Purse

XpanD is a well-recognized name in 3D around the world, with over 800 screens in place throughout Europe and Asia.  Ami Dror, Chief Strategist at XpanD, has been with the innovative company since its launch; in fact, he was the multi-national company’s very first employee.

Createasphere: Ami, you’ve been involved with entertainment technology for a number of years, and helped launch XpanD 3D. How did you get to the spot at the cutting edge?

Ami: I was very lucky to be the 1st employee of XpanD. We founded the company when 3D was just a crazy medium for geeks; now we are helping to prove that 3D is here to stay. In less than 2 years XpanD moved from a regional European company to a global company that had over 800 3D cinemas in place worldwide.

Createasphere: XpdanD, the company, is not as well known in the US, yet it is widely recognized globally.

Ami: Actually, we are the market leader in the world, and have been involved from the very beginning of modern 3D. When 3D as we know it now was showcased for the first time at ShoWest 2005, James Cameron, Steven Spielberg and George Lucas promoted it with XpanD glasses.  Early on, we had made a decision that XpanD would employ active 3D glasses.  We believe that these glasses are superior to every other 3D technology because active glasses don’t modify image.  Other technologies need to modify colors or contrast in order to provide viewable 3D.  There was only one problem at the time - our glasses cost almost $500 per unit, so it was very hard to come up with a commercial model.  But, we did figure out how to make that part of the business work, and today, four years after that first commercial viewing, XpanD sells over 1,000,000 glasses per year.  And, we managed to take the price down to $50.  These glasses provide superior quality and can be used for thousands of viewings.  That makes the per-usage cost extremely low and that part of business is working so well at this point that we have to work hard to keep up with the global demand.

And, while XpanD has a low market share in the USA, globally we lead the industry. There are many historical/financial reasons for this enigma, but the global map is changing and XpanD 3D is now the fastest growing 3D company in the world.

Createasphere: Why do you believe that XpanD is different from the other players in the marketplace?

Ami: There are several key factors.  XpanD’s 3D solution delivers 3D as the filmmaker designed it to be seen.  We believe that we are the only company to provide this quality.  In addition, there are some very practical reasons that help position us.  The XpanD system is extremely mobile (setup takes about 5 minutes), we reuse the glasses for 1000s of shows, and we don’t create the piles of non-recyclable plastics that other systems do.  To us, it’s an equation that makes sense.  Superior quality + green technology + the most cost effective solution = the best solution.

Createasphere: XpanD was the key 3D provider for the Cannes Film Festival, presenting 3D screenings at the Palais and in other venues during the Festival.  Why was that significant, not just for XpanD, but for Cannes and for 3D?

Ami: In May, when we opened Cannes with Disney’s “UP”, history was made: “UP” is the first 3D movie to open Cannes and the Palais is the largest 3D cinema in history (2200 people).

And, it was amazing.  To be part of the grand opening of the Festival, with over 2000 industry leaders, artists and experts in one of the most famous venues in the world was a wonderful experience.  The feedback we received from that evening was amazing.  In addition to the opening night, we had five cinemas in the film market that were used by film makers and for press screenings.  It was personally thrilling to see the reporters on the Croisette giving interviews with our cool RED glasses.   Based on the experience in Cannes, I’m sure that we will see more film festivals going for 3D.  I believe they will see that it’s important for world-class festivals to provide the optimal quality and experience for their audiences and filmmakers.

In terms of 3D, Cannes was very important.  For a few days, on a world stage, Cannes became 3D Heaven. I give the festival organizers huge applause for opening the festival with an animated 3D movie, and for ensuring that the audience saw world-class 3D.  XpanD technology enabled that audience to have an optimal movie experience.

And, by the way, “UP” is a wonderful movie (don’t miss it!).

Createasphere: Where do you forecast 3D, especially as it relates to home, gaming and theatrical venues, will it be three to five years from now?

Ami: Theatrical 3D will be a major medium, a huge variety of movies will be in 3D, and I expect that about 30% of the screens to be 3D.  I also believe that live 3D broadcast will have 10% market share in cinemas. Regarding 3DTV, we will see the early adopters entering the market during Christmas 2010, with massive adoption by 2012-2013 – this is a huge market that will revolutionize the medium and especially VOD and pay TV.

Createasphere: Would you change that trajectory if you could?  If you were able to make the rollout happen at your preferred pace, how would you like to see the next five years?

Ami: I believe in the power of the markets.  I see a young generation that grows with 3D – and that’s the real revolution, when the audience that expects the cinema/display to be in 3D and doesn’t consider 3D as a gimmick.

Createasphere: Is there a chance that 3D will not become a powerful piece of the entertainment puzzle?

Ami: No.  What we are seeing now, in terms of 3D, is just the tip of the iceberg.  Multi view and holography are not so far off, perhaps 15 years away.  Like every other medium, we will see some ups and downs, that’s natural… the story is the king, and “UP” is a wonderful example of great movie that doesn’t let the 3D change anything.  The audience will watch good movies, and will avoid bad movies.  3D is a side factor, and will help the good movies.  Conversely, a bad movie in 3D won’t work in the long run.

Createasphere: Given XpanD’s strong international presence, what are your plans for the next phase of deployment?  And what does the company have in store for the US?

Ami: We all know that the industry has to grow.  We have recently announced that we will support the exhibitors that have only one 3D system with a second 3D system for half the price.  We are trying to support the industry (studios and exhibitors) in their deployment of systems, because we all understand that one 3D system per multiplex is simply not enough.

I believe that we will keep on seeing a massive global growth, and the content will drive the movement.  Movies from “Avatar” to “Ice Age 3” will force the industry to move forward.

Createasphere: You’re working on every continent and working in a technology that will change the way that audiences watch movies.  During your travels or reflection, have you seen differences in the way that audiences perceive or appreciate the 3D experience?

Ami: We operate in over 40 countries, from Kenya to New Zealand, and we have a very deep understanding of the global 3D market.  People just love 3D.  This is a global fact with no exceptions.  We do see local requirements like different design for glasses, faster or slower adaptation, but generally speaking the cinema visitor in Mombasa or in LA loves the medium.

Createasphere: What’s your final comment to our readers?

Ami: You must learn everything you can about 3D!  It is a new language in film making.  We are witnessing history in making.  Don’t stay behind.

Createasphere: Thank you for your perspective and your time.

http://www.xpandcinema.com/