amBX

When I saw Chicken Little in 3D late last year, I honestly thought I was looking at a new benchmark, a decent sized stride towards a new era in cinema. The RealD process used to create the stereo images worked far better than any previous system I'd experienced - especially any involving coloured lenses. I could immediately envision a future in which the making of 2D films would be as rarefied, and I might say conceited, as making a black and white film or a silent film is today.

The developers of amBX don't stop there - and that's their big mistake. You can see the Games Breakout viral trailer for their products below. It really tells you nothing, but you might actually find it amusing, pass this link on, spread the virus, and that was clearly their only goal. For actual details on how they are planning to "revolutionise entertainment", if only a few hints, I'd recommend you read the very naive, novelty bound propositions on their website. Doesn't seem like they have much of a plan at all, and certainly not a convincing one.

Looks like amBX are striving to turn home cinemas into home themepark rides, and I think that's missing the point. Putting in the second eye - which is all a 3D system like RealD actually does - brings the language of cinema closer to attunement with our normal sensory input, it doesn't encumber it with a neverending string of bells and whistles.

amBX seem cute if seen to working in the silly, gimmicky spirit of William Castle, hopelessly misguided if taken as engineers of a new age in entertainment media.

Before we even worry about shaking chairs, smellovision and fake electric shocks, we're some way from the grammar of film working perfectly in simple 3D. We'll be needing a 3D era Melies or two to really get the possibilities sussed.