SBD/Issue 60/Facilities & Venues

Cowboys To Use Giant Videoboard To Demonstrate 3D Technology

Cowboys Will Distribute Glasses So Fans
Can Watch 3D Images During Game Sunday
The Cowboys Sunday for their home game against the Chargers plan to demonstrate "how conventional two-dimensional HD video can be converted to 3D HD through sophisticated software processing," according to Glen Dickson of BROADCASTING & CABLE. The Cowboys will use the giant scoreboard "to show 3D 'anaglyph' images that will be created using" ImageIQ3D, a 2D to 3D conversion system from New Jersey-based HDLogix. The system will "take feeds from the teams' in-stadium cameras and convert them to 3D for display on the giant LED video wall." The Cowboys "will distribute the red & blue glasses required to watch the anaglyph 3D images to the 80,000-odd fans attending the game, and plan to begin showing the 3D images during halftime and throughout the second half." HDLogix aims to "sell its technology to programmers as a cost-effective way to produce 3D content, either for live broadcasts like an NFL game or for remastering movies and other archive content to 3D." The company said that it can create a "powerful 3D effect for live broadcasts, without requiring a specialized 3D HD production truck and a separate set of cameras, and can do an even better job with non-real-time content while costing a fraction of current manual processes for converting 2D to 3D" (, 12/8). CABLE360's Linda Hardesty reports HDLogix "plans to formally unveil its technology next month at the 2010 Consumer Electronics Show in Las Vegas" (, 12/8).

WORK CONTINUES: In Ft. Worth, Susan Schrock reports the Cowboys have spent nearly $140M on "contractors, furniture and accessories," as well as event preparation, since opening Cowboys Stadium in June. The most recent Arlington report outlining invoices related to construction indicated that the team, as of November 25, has spent $1.09B in total on the stadium since '04. Cowboys Dir of Corporate Communications Brett Daniels said that a "few final projects are being completed and that work on the stadium should wrap up by early next year." Daniels added that construction and outfitting costs are "not expected to exceed the $1.2[B] estimate" (FT. WORTH STAR-TELEGRAM, 12/8).

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