OPTIMAL EFFECT

3D it seems (at least for the immediate future) is here to stay. Modern technology has made it possible for the third-dimension to be so much more than mere gimmickry: to give cinematic experience an immersive, sensory quality that is a far cry from the poke-in-the-eye of early 3D!

And when it is used simply showing off (though, the technology is, of course, far from simple!) it can be done with a showmanship previously unimagined.

If you missed seeing the video below when it circulated last year, it is well worth five minutes of your time...

On 5 September 2010, LG Electronics (LG) unveiled a gigantic media façade in Kulturbrauerei, the cultural heart of Berlin, displaying 3D mapping technology to highlight the company's new smartphone, the LG Optimus One.

The presentation was, as you will see, a source of considerable (and not surprising) wonderment for the many people passing through the square, who were visually overwhelmed by the ever-changing 3D-style artwork on the nearly three-storey high screen.

Beginning with a countdown on a giant hourglass and a greeting from an “Android,” LG’s huge presentation took viewers on an amazing 3D-effects ride that is spectacular even in common-or-garden 2D...

It's impossible not to think that this will be the look of the advertising hoardings of the late 21st Century.