Val Morgan launches 3D ad unit


Cinema network Val Morgan has launched a production unit that specialises in making 3D commercials.

The launch of the new venture – called Brandfit Productions – comes ahead of a summer season of 3D movie releases such as Men in Black 3, The Avengers, Ice Age and 3D versions of Titantic and Star Wars.

Val Morgan has appointed former The DMC Initiative and Zealot Productions executive Philipa Murphy to run the unit, with Val Morgan’s Cally Scivetti installed as strategy director.

Scivetti said: “Cinema is the ultimate showcase for creative work and there has been a shortage of quality 3D commercials to match the strong list of movies coming out in 3D. Currently 20% of cinema admissions are for 3D movies but the ad industry is falling way behind with only 5% of advertisements being 3D. It is Val Morgan’s job to make creative agencies and clients aware of the benefits of showcasing brands in 3D and in the cinema environment. We are delighted that Philipa has joined the team to lead the 3D charge.”

According to Val Morgan, to convert an ad shot in 2D to 3D costs around of $6,000.

“Of course it’s not the same as shooting in 3D. But clients are increasingly looking for a more integrated experience in cinemas, and they want 3D ads,” said Murphy. “They’re not as cost prohibitive as they used to be, and since not many advertisers are making 3D ads at the moment, there is PR value to be had.”

South Australia Wine, Target and Simplot are among advertisers to try 3D ads recently.

Murphy added: “I am keen to engage creative agencies and local production companies to explore 3D as part of an advertiser’s communication plans. Research shows the impact and recall of 3D ads is significantly higher than 2D ads and contrary to many views, the cost of 3D is not much more than 2D.”


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