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Remixing Reality

Toshiba's Matrix-Inspired “Time Sculpture” Ad

— November 20, 2008 — Tech
Toshiba just released an amazing new advert, ‘Time Sculpture,’ which utilizes the bullet time film technique seen on the movie ‘The Matrix.’ The ‘moving snapshots of time’ process was achieved with an astounding 200 Gigashot camcorders specially rigged to capture some ungodly amount of data--20 tetrabytes--just to get this 1-minute commercial! 

The ad was created using stitched-together looped video images. The whole process was incredibly complicated to set up and execute. Just focusing and aligning the camcorders took three days! Processing the data alone took four weeks. The second video shows the making of “Time Sculpture.”

All that effort cost Toshiba $4.7 million, all to promote their upscaling technology for Toshiba TVs, DVDs and laptops.

Trend Themes
1. Bullet-time Videos - There are opportunities to develop new technologies to make the process of creating bullet-time videos more efficient and cost-effective.
2. Hyper-real Advertisements - There is potential for businesses to leverage hyper-real advertisements, such as Time Sculpture, to captivate their audiences and promote their products/services in a unique way.
3. Data-heavy Marketing - There is potential for businesses to leverage data-heavy marketing campaigns that create complex and visually stunning ads to differentiate their products/services in crowded markets.
Industry Implications
1. Advertising - Advertising agencies could incorporate bullet-time videos in their campaigns to attract and captivate audiences.
2. Consumer Electronics - Consumer electronics companies, particularly those specializing in high-definition video technology, could develop more advanced and efficient technologies for creating bullet-time videos that can be used for marketing and advertising purposes.
3. Film Production - Film production companies could leverage bullet-time video technology to create visually stunning and unique films, as well as develop new technologies to streamline the process and reduce costs.
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