The Concert Experience -The 3D industry tries to tackle live music events

An environmental economics major at the University of Georgia spent $12.50 on what could have cost over a hundred dollars to see her favorite band.
Two summers ago, Roxanne DeMarco, 19, went to see “U2: 3D.” She admitted she idolizes Bono and was grateful for the chance to avoid the insane ticket prices to see her favorite band play a concert in South Africa. She got to experience this while sitting in the Washington D.C. Museum of Natural History.
“It felt like I was really there,” she said. “I was rockin’ out in my chair.”
A 3D concert is a recorded concert of a band that is released across the country in movie theaters to try and convey a “live performance.” Filming events in 3D was intended to be an inexpensive and effective way for fans to see concerts and sports.
The first major band to try it was U2 in 2008. “U2:3D” spent 586 days in almost 700 theaters worldwide. It was followed by “Hannah Montana/Miley Cyrus Best of Both Worlds” and “Jonas Brothers: The 3D Concert Experience.”
“The bands that make these are giant powerhouses that are making even more money for already very well off bands,” said Bruce Birch, the director of UGA’s Music Business Program. “But they are a way for a band to reach an audience who might not be able to afford a live concert ticket.”
These 3D music experiences, however, have struggled to find a mass audience. “Jonas Brothers: The 3D Concert Experience” ran for 35 days in theaters and only made $23 million worldwide. On their World Tour 2009, the brothers have already made almost double that in just the first 2 months of touring. The tour ends on Nov. 26.
“3D concerts released in movie theaters are gimmicks pissing on the true art of making a movie,” said Alec Wooden, executive editor of Athens Blur Magazine, a local music magazine.
Nathan Bach, member of unsigned Dear Savannah respects the art, but doesn’t think it can replace the real experience.
“Technology will never be able to replicate what a live show can do,” he said.
Compared to the profit made by 3D concerts, animated 3D movies’ have a much better track record when it comes to profit and audience satisfaction, according to one UGA alumni.
“Everyone loves movies that Pixar makes in 3D,” said Rebekah Madebach, who majored in Management in Terry College of Business. “I can’t wait for ‘Cloudy with a Chance of Meatballs to come out.”
The 3D film “UP” made over $400 million worldwide, and the smaller budgeted horror film, “My Bloody Valentine 3D”, made over $93 million. In the 3D “sports world”, ESPN tried to broadcast NFL Network's presentation of Oakland at San Diego last fall in 3D to a not so agreeable response.
“I tried to sit through it, but couldn’t,” said DeMarco. “But the boys seem to enjoy seeing the continuous shots of the cheerleaders in 3D.”
ESPN is tried their second attempt on Saturday, Sept. 12, to a much better reaction. The University of Southern California vs. Ohio State was shown in USC's Galen Center on Saturday and simultaneously at venues in Columbus, Ohio, and Dallas.
Josh Miller, art history major at USC, can’t afford football tickets, but was able to see the game at the Galen Center.
“The coolest part was watching the punt return,” he said. “It made me realize how scary it is to have 11 guys running at you, ready to basically kill you.”
The 3D industry is growing, and it seems that every type of event will eventually try it, even if they don't make a large profit. The economy right now is forcing businesses to try any cheaper way possible to make money, and 3D concerts or events are no exception.
“This Is It”, a film about Michael Jackson with behind-the-scenes and rehearsal footage will be the next film to feature digital 3D music sequences. It is scheduled to be released Oct. 30.



edited by Kristin