On February 5, 2009, 3ality Digital announced that the company's 3D production studio was responsible for shooting the footage used in the first-ever all-3D episode of a scripted television series, Chuck, which aired on NBC on February 2, 2009.
The episode took advantage of the fact that Intel Corporation distributed 125 million pairs of ColorCode 3D glasses on PepsiCo beverage displays in advance of the Super Bowl broadcast. The glasses were part of Intel's ongoing promotion of its InTru 3D technology, which was utilized by DreamWorks Animation in the movie Monsters vs. Aliens, coming to theaters in March. In addition to the promotional spots aired in 3D during the Super Bowl, the glasses could also be used to watch Chuck the following night.
3ality Digital's technology has streamlined 3D image capture to the point where shooting time can match regular 2D schedules, making the production of high-quality 3D content relatively easy for film, television and live entertainment. The company's technology also makes it possible to broadcast 3D programming using current 2D infrastructure, and corrects 3D images on the fly, which has enabled live broadcasts in 3D.
The Chuck episode is the latest in a series of firsts for 3ality Digital. The company recently produced two ground-breaking live 3D sports broadcasts: The first NFL game broadcast in 3D (Raiders vs. Chargers on December 4th, 2008, in conjunction with RealD), and the first live 3D broadcast available to consumers (the BCS Championship Game on January 8, 2009, in conjunction with Fox Sports, Sony and Cinedigm Entertainment). The company also shot the live-action footage for the first 3D commercial to air on broadcast television, which aired at the start of halftime during the Super Bowl on February 1, 2009.