3D-film-1 Philips and RSA are at it again for the 6th film in their Parallel Lines series. This one is set to be shot and screened in 3D and released this Fall.

Although, seeing as how the overwhelming majority of viewers watch the films online (there will be a 2D version online in September), it's difficult to see how the added 3D novelty will be of much benefit to the casual online viewer. Someone ought to be looking at how to translate 3D entertainment to the web experience. Oh well, here's to great filmmaking!

Philips Press Release:

The new 3D film continues the Parallel Lines campaign and will promote Philips cinematic range of 3D LED TVs, including the worlds first Full HD 3D cinema proportion LED TV, Cinema 21:9 Platinum Series, which launches later this summer. Philips creative agency DDB UK is collaborating with award-winning Vision3@ Compendium to manage the creative and technical aspects of the shoot and post-production. The Parallel Lines campaign won the 2010 inaugural Cannes Lions Grand Prix for Film Craft.

The 3D film will be revealed in September and will be supported by an in-store retail experience. A 2D version of the film will also be presented on Philips.com and YouTube. Exclusive footage of how the film was made, including interviews with the director and crew, will be released on Philips Cinemas Facebook page during the build up to the premiere in September.

The Parallel Lines campaign, which launched in April, challenged directors from RSA to respond to a single dialogue to demonstrate that whatever content is watched, only Philips TVs Ambilight technology, award-winning picture quality and superior sound, can recreate the best cinematic viewing experience at home. Since April, the 5 Parallel Lines films have been watched over 5 million times. For this 6th film, RSAs Barney Cokeliss was challenged to submit a treatment for a short 3D film based upon the same single dialogue.

The dialog, in case you were wondering, is a short six lines:

"What is that? It's a unicorn. I've never seen one up close before. Beautiful. Get away, Get away. I'm sorry."

In fact, if you think you can make something compelling from these lines, why not submit a film to the Tell It Your Way competition (ends August 8th). Wealth and riches await the winning film.

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