Hologram News_Holograms present celebrities with new afterlife issues

Hologram News part just showes the updated Hologram Technology and Hologram News in the world to any reader. All news are from Internet and newpaper. This is not for commercial purpose. If there's mistake, please contact us to correct it.

2. Holograms present celebrities with new afterlife issues from http://seattletimes.nwsource.com/html/businesstechnology/

Advances in digital artistry, such as holograms of deceased stars, make many things possible, presenting celebrity estates with new commercial and creative opportunities, but also some ethical quandaries.

LOS ANGELES -- When Tupac Shakur rose from the stage in the California desert earlier this year, it was not only a jaw-dropping resurrection, but also the beginning of a new form of live entertainment. "Come with me," the digital Shakur called out, not just to tens of thousands of screaming fans but seemingly to other artists.

Follow, they will. Elvis Presley's estate announced it has authorized holograms of the King of Rock, Marilyn Monroe's estate has expressed interest, and there's no shortage of other beloved stars whose fans would die to see them perform again.

Advances in digital artistry make it all possible, presenting celebrity estates with new commercial and creative opportunities, but also some ethical quandaries.

"I think we've scratched the surface with Tupac," said Dylan Brown, a filmmaker who along with director Philip Atwell and effects studio Digital Domain helped bring the Shakur hologram to life. "If it's done tastefully, like Tupac was done tastefully, I think it could be a wonderful form of entertainment."

Brown, owner of The Yard Entertainment, and Atwell, owner of Geronimo Films, had each toyed for a decade with the idea of using holograms in concerts, but the technology wasn't there. Brown, who works closely with Snoop Dogg and Atwell, who collaborates with Dr. Dre, knew that once they chose Shakur for the holographic debut, it had to be more than just a technological marvel.

"We wanted to be really respectful of the family foremost," said Atwell. "We just wanted to do something that wasn't in bad taste."

Reaction to the Shakur hologram was huge, with the performance garnering 15 million YouTube hits within 48 hours and winning a top award at the creative marketing gathering Cannes Lions."You start to open up a whole new universe of legal questions," said Ed Ulbrich, Chief Creative Officer of Digital Domain, which is also working on the Presley holograms. "As such, we have no intentions of doing anything other than being utterly respectful of these legends and icons."

Because it's two-dimensional, the Shakur performer isn't a true hologram, which, by definition, is a 3-D image (Ulbrich notes the technology isn't quite there for that). But it's a vivid digital creation that audiences are far more accustomed to seeing in movies -- except there is no screen.

Brown and Atwell say part of its challenge was integrating Shakur's performance into the larger show featuring Snoop Dogg, Dr. Dre and others.

Shakur's entry and exit had to be carefully planned to fit into the show, with the creators opting to have his image burst apart into a cloud of gold specks. Brown and Atwell said the dissolve seemed most appropriate. "He has a mystique and that aura that kind of transcends death, even," Brown said.

Stars wield extensive control over how their names, voices and images are used after they die through likeness, trademark and copyright protections, and now holograms offer them yet another consideration.

Before digital filmmaking, attorney Laura Zwicker said, the question for her clients boiled down to "Could you use my photograph?" Now, they have to consider whether they'll be returned to the big screen, inserted into commercials or put back onstage, said Zwicker a strategic wealth planner in the Los Angeles office of the firm Greenberg Glusker.

Celebrity likeness rights vary, with stars' estates in California enjoying 70 years of protection. Indiana offers 100 years, and 16 other states have laws protecting celebrities' likenesses, said Jeremiah Reynolds, an attorney with the firm Kinsella Weitzman Iser Kump and Aldisert. The firm handles numerous intellectual-property issues, including those related to Michael Jackson's estate.

While holograms are likely covered by existing laws, potential legal challenges will likely focus on whether the performance is protected by the First Amendment. "You get into very subjective areas about what is artistic," Reynolds said.

Courts have been divided about whether a work featuring a celebrity -- or one closely based on a star -- is transformative and warrants its own protection, or infringement, Reynolds said. "You get into very subjective areas about what is artistic."

Marilyn Monroe's estate threatened legal action earlier this year against a company claiming it was working on a digital show using the model-actress's likeness. The technology for holograms or other digital performances is intriguing, the estate's handlers at Authentic Brands say, but they would only partner with people who could make a top-notch product.

Brown and Atwell said they felt enormous pressure to make sure the Shakur performance was worthy of being an introduction to a new form of live entertainment.

"I also hope that the people who do follow us do it with the same care and the same sense of dedication, because I would hate to see a bad version of Marilyn Monroe, a bad version of Elvis up there," Brown said.

"We're part of the hip-hop generation," Brown said. "It shows the growth of that culture, of that business, and it says a lot about what we've dedicated part of our lives to."

"There was a time, 15 years ago, 20 years ago, when people were waiting for hip-hop to disappear," he said. "Now not only is hip-hop here to stay, even if you die we'll bring you back."

Hologram classifications

There are three important properties of a hologram which are defined in this section. A given hologram will have one or other of each of these three properties, e.g. we can have an amplitude modulated thin transmission hologram, or a phase modulated, volume reflection hologram. it is made up of virtual systems.

Rainbow hologram showing the change in colour in the vertical direction
In this method, parallax in the vertical plane is sacrificed to allow a bright well-defined single colour re-constructed image to be obtained using white light. The rainbow holography recording process uses a horizontal slit to eliminate vertical parallax in the output image. The viewer is then effectively viewing the holographic image through a narrow horizontal slit. Horizontal parallax information is preserved but movement in the vertical direction produces colour rather than different vertical perspectives.[40] Stereopsis and horizontal motion parallax, two relatively powerful cues to depth, are preserved.

The holograms found on credit cards are examples of rainbow holograms. These are technically transmission holograms mounted onto a reflective surface like a metalized polyethylene terephthalate substrate commonly known as PET.

Holograms are shooted by laser beam in different angles which figure out different colors - red, green, blue, yellow, etc, in difference viewing angles. C olors of the hologram will change, because when rainbow hologram is turned back and forth depending on the light source and viewing angle, the colors will run through the spectrum - the colors of the rainbow.

Different viewing depth of hologram comes from different position of the artwork film we locate when shooting master. Dot-matrix movement efffect comes from countinous hologram dots.

How does design show hologram color?

Holograms artwork design are basically an illusion; they are reflections of light that fool the eye into seeing a three-dimensional image. Therefore, it is impossible to give an accurate representation of a holographic image on a computer screen or paper printout. What you will receive via email or hardcopy is an artwork proof to look over to be sure that the graphics and layout are to your liking, free of typos, etc. The holographic master shooting process involves many detailed steps, so it is very important that all hologram artwork is approved before the project moves into the laser lab for holographic mastering.

How to make artwork for holographic sticker?

Holograms can be made from photos, flat art which is designed by Corel Draw, Illustrator, Photoshop or other software.Artwork file in Corel Draw or Illustrator format is best file for us to seperate overlay design into layers and colors. Adobe Photoshop file, JPG, GIF, is ok, if you cannot design by Corel Draw or Illustrator. The text in artwork file should be converted into curves, so we can open it without change font in it.

Design and sample photo:

A. 2D/3D, size 19mm*19mm, square, three layers, six color

It has three layers, foreground, background and floating layer. There're three color on foreground, two color in background and one color in floating layer. So it has six colors and three layers.

B. 2D/3D, size 20mm in dia, circle, two layers, two color

It has two layers, floating layer and background layer. There're one color on foregroundfloating layer and one color in background layer. So it has two colors and two layers.

C. 2D/3D, size 25mm in dia, circle, two layers, 4 color

It has two layers, foreground layer and background layer. There're two color on foreground layer and two color in background layer. So it has four colors and two layers.

D. 2D/3D, size 30mm*14mm, rectangle, two layers, four color

It has two layers, foreground layer and background layer. There're two color on foreground layer and two color in background layer. So it has 4 colors and two layers.

E. 2D/3D, size 25mm*25mm, square, threelayers, four color

It has three layers, foreground, background and floating layer. There're two color on foreground, one color in background and one color in floating layer. So it has four colors and three layers.

F. 2D/3D, size 20mm*20mm, square, two layers, four color

It has two layers, foreground layer and background layer. There're two color on foreground and two color in background layer. So it has four colors and two layers

G. 2D/3D, size 24mm*14mm, rectangle, three layers, three color

It has three layers, foreground, background and floating layer. There're one color on foreground, one color in background and one color in floating layer.

H. Dot-matrix & 2D/3D, size 30mm*15mm, rectangle, four flips

It has one layer. There're two 2D color on surface. dot-matrix effect lines make rotating light effect. Four flips of 'SECURITY' also make flips like a movie clips which shows each flip in different view angle.

I. Dot-matrix & 2D/3D, size 14mm in dia, circle, one layer

It has one layer. There're one color 2D text 'WARRANTY' and rotating dot-matrix effect on foreground

J. Dot-matrix & 2D/3D, size 20mm*20mm, square, three layers

It has three layers, foreground, background1 and background2. There're one color on foreground, background1 in second layer is image of pyramid and background2 in third layer is image of desert.

K. Dot-matrix & 2D/3D, size 30mm*30mm, sqaure, two layers

It has two layers. There're 2 color 2D image on foreground, 2 color 2D image in background and dot-matrix effect on foreground.

L. Dot-matrix, 15mm*15mm, square

It has one layer. All images are made by Dot-matrix. The text and star is Dot-matrix type, not 2D type. The rotating light effect like sun also is Dot-matrix effect.

M. 2D/3D & Dot-matrix, size 25mm*15mm, rectangle

It has one layer. There're 3 color 2D images and dot-matrix effect on foreground .

N. Dot-matrix & 2D/3D, size 15mm*25mm, rectangle, two layers

It has two layers. There're photo, text and rainbow effect on foreground and one color text in the background layer.

O. Dot-matrix & 2D/3D, size 25mm*15mm, rectangle

It has one layer. There're 2 color text and rainbow image and dot-matrix effect on foreground.

P. Dot-matrix & 2D/3D, size 20mm*40mm, rectangle, three layers

It has three layers. There're three color on foreground, two color in background deep and one color in floating layer. There's dot-matrix effect on foreground.

Q. 2D/3D, size 48mm*17mm, special shape

It has one layer. There're one color 2D text, one bottle image and dot-matrix effect on foreground.

R. 2D/3D, size 20mm in dia, circle, two layers

It has two layers. There're one color 2D text and image of shield on foreground and two color text in background.

E-beam hidden text and Mole hidden text:

2D/3D hologram artwork sample:

dot-matrix effect artwork sample: