1. F 3.0
FILMILM 3.0
THE CONVERGEN
CE OCONVERGENCE OF FILM, GAME AND TV
THE F FILM, GAM
E AND TV
TRENDONE
MAY 2008
FUTURE
RELEASE 1

2. EDITORIAL
Dear Readers,
The entertainment business is changing. The film, television
and gaming industries have become the most important offerers
of matters that are constantly competing for the audience's
emotional attention during the Emotional Prime Time.
The presented key trend study about Film 3.0 describes the
increasing convergence in the film, television and gaming
sector. Especially video games have become the cash cow in
the entertainment sector and have outcompeted the music
sector. According to a study by PriceWaterhouseCoopers, the
sector had a turnover of 1.7 billion € in 2007. Only the film
industry has a still bigger turnover of about three billion €,
provided that the turnover of both, cinema and home
entertainment are combined. [1]
Title picture taken from: www.tomwet.de
Norbert Hillinger
Senior Trend Analyst & Head of
Digtal Entertainment Unit
TrendONE
2 Trend Study May 2008 | Key Trend Film 3.0

3. EDITORIAL
We cordially invite you to join us on a trendy trip into the future
of entertainment. Learn how next generation games consoles
will turn video games into cinematic games and how successful
films and television will extend into virtual worlds and Three-
dimensional space. Get to know the new possibilities that
intelligent in-game advertising, Machinima films or modern film
and game promotion, for example in the form of alternate reality
games, have to offer. Welcome to the world of Film 3.0!
Have a good time!
Norbert Hillinger
Source: http://uk.gizmodo.com/; www.pspfreak.de; www.directshopper.de
3 Trend Study May 2008 | Key Trend Film 3.0

4. EXECUTIVE SUMMARY
1. Executive Summary
2. Trenduniverse
3. Film and Gaming Evolution
From Film 1.0 To Film 3.0
From Game 1.0 To Game 3.0
4. Future Entertainment Szenario
Best Case
•
Base Case
•
Worst Case
•
5. Convergence on all Levels
From Production to Distribution and Promotion
•
6. Recommendations
Source: www.flickr.com
Profile TrendONE
Links
Other Trend studies
Disclaimer
4 Trend Study May 2008 | Key Trend Film 3.0

5. EXECUTIVE SUMMARY
TrendONE Key Trend February 2008: “Film 3.0”
„Film 3.0“ STANDS FOR THE CONVERGENCE IN THE
FILM, TELEVISION AND GAMING INDUSTRY
Entertainment-Conglomerate due to Games Consoles, Machinimas and MMORPGs
“All you need for a movie is a gun and a girl.” In 1991, Jean-Luc Godard described a
whole industry with just one sentence. Being a cult film director and a leading
representative/one of the founding members of the Nouvelle Vague, he probably had no
idea that this sparking the development of yet another industry. Three years later, the
perhaps most famous computer game character Lara Croft was created, marking the
beginning of a new era of modern computer games.
2008, the film, television and gaming industries have become the most important offerers
of contents that are constantly competing for the audience's emotional attention during
the Emotional Prime Time. But instead of competition, the key word is convergence.
Only increasing harmonisation of the film, television and gaming sectors opens the way
to success for all of them.
Next generation game consoles such as Sony Playstation 3, Microsoft's Xbox
and Nintendo's Wii as well as their disk formats HD-DVD and Blu-ray offer all-
in-one entertainment with their fully equipped multimedia home cinema
systems with television and internet functions.
The television as well as the film business increasingly extend their content
into MMORPGs. The games represent a further merchandising expansion, in
addition to the customary stages of exploitation of movies, rental and home-
video DVD's, pay and free TV.
Film 3.0 is three-dimensional and generates new content, which are more and
more produced and consumed via the mobile Device on Demand.
5 Trend Study May 2008 | Key Trend Film 3.0

6. CONVERGENCE ON ALL LEVELS
VIRTUAL INVESTIGATION WITH CSI
The famous TV series CSI – Crime Scene Investigation deals
with modern cyber crime in one of its recent episodes. During
their investigation, the protagonists come across a hot lead in the
virtual world of Second Life. Therewith, Linden Lab's second
world plays a central role in a popular TV series. But that's not
all. The american television network CBS producing the series,
had their crime scenes reproduced in Second Life to provide their
fans with the opportunity to do some virtual crime scene
investigation themselves.
Source: http://www.cbs.com/
Initiator: CBS Paramount International Television, USA
6 Trend Study May 2008 | Key Trend Film 3.0

7. CONVERGENCE ON ALL LEVELS
BLU-RAY WITH WEB CONNECTION
One part of the fifth season of CSI: Miami is released at the
end of June in Germany as the first Blu-ray Disc, which can
access additional functions from the Internet. Thanks to this
function called BD-Live is should be possible in the future to
connect to the community, so that people who are watching
the same Blu-ray at the same time can discuss it. It will also
be possible to download additional information such as
trailers on new products. As the content can be continually
renewed, BD-Live has the ad-vantage over the fixed
content of the Blu-ray.
Source: http://www.universumfilm.de/
Initiator: Universum Film GmbH, Germany
7 Trend Study May 2008 | Key Trend Film 3.0

8. CONVERGENCE ON ALL LEVELS
CASTING FOR A VIDEOGAME FULL BODY CAPTURE FOR VIDEO GAMES
Softkinetics from Belgium is working by using full body capture for
The French game producer Quantic Dream has developed the
video game play. This is something similar to a full body Wii.
newest thriller game Heavy Rain for Playstation 3.
When playing with Softkinetics it is no longer necessary to use
In order to equip the already very realistic game with an even
additional controllers or special suits. The company will use
more film-like nature, the producers decided to create advertising
sensor-cameras that are able to register every body position.
spots for the game in the form of casting clips. One video shows a
Already dozens of games for this new game control where
virtual woman that shyly applies for the leading part in the game.
developed internally to test this technology. The programming of
Without very close inspection of Heavy Rain the difference of film
such games is seen as the hardest part since algorithms are very
and game can hardly be recognised.
complex.
Source: http://www.youtube.com/watch?v=UZtb718OvVI Source: http://www.softkinetic.net/
Initiator: Softkinetic S.A., Belgium
Initiator: Quantic Dreams S.A., France
8 Trend Study May 2008 | Key Trend Film 3.0

9. 4 FUTURE ENTERTAINMENT SZENARIENTRICHTER
Source: TrendONE
9 Trend Study May 2008 | Key Trend Film 3.0

10. ORDERING FAX: 0049 / 40 / 238 038 - 36
Trend study „Film 3.0
The Convergence of Film, Game & TV“
(112 pages of facts, trends and insights about Film 3.0)
+ Film and Gaming Evolution
+ Up-to-date micro-trends of film game & TV
+ Tangible recommendations
Trend study „Film 3.0“ only now 1.880 €
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THE CONTENT OF THIS STUDY
1. Executive Summary
2. Trenduniverse with Key Trends
The rights of use apply only to in-house staff. The study is intended for
3. Film and Gaming Evolution: From the classic Movie 1.0 to interactive Film 3.0
internal or customer-project related use only. The study must not be
and the Way from Game 1.0 to Cinematic Game
distributed externally.
4. Future Entertainment Szenarios: A Look into a possible future of the
Prices do not include VAT (19%).
Entertainment industry up to 2020. Taking into consideration mainly the
previous developments of the Entertainment Evolution and Thinking Beyond
Place, Date, Signature
the Findings of Film 3.0.
5. Convergence on all Levels: Convergence on all Levels: Film, TV and Game
are Converging Increasingly from Production to Distribution and Promotion.
These Trends are Illustrated on the Basis of Micro Trends.
6. Recommendations: Derived from the Developed Theses
Please send this order sheet to the number above.
10 Trend Study May 2008 | Key Trend Film 3.0