Film

While The Rolling Stones hold the crown of attempting to present the first entertainment film in IMAX with their concert film ‘Live at the Max’ (1991), the mass market wasn’t entirely there. Giving rock’n’roll another shot at the title, U2 entered the ring a decade and a half later.

Employing the greatest number of 3D cameras ever used for a single project, the Irish rockers took their film crew to seven different venues as part of their global Vertigo tour. The idea was to give cinema viewers a chance to see the band from the front row.

'U2 3D' was the first film to have been shot, produced, and screened exclusively in 3D, screening only at cinemas capable of presenting the film to its full effect. It was also the first film to adopt 3D zoom lenses and a multiple-camera setup. Many critics were astounded, claiming it was better than seeing them live.

Following the success of the concert film, the company behind it (3ality Digital) pioneered 3D TV, developing the first live 3D sports broadcast, the first 3D TV advertisement, and the first 3D episode of a scripted television program. Whether you like U2 or not, their success paved the way for a technological revolution to the mass market.