Frequently asked questions about RabbitHoles Holograms and Technology

What is a RabbitHole?

A RabbitHole is a 3D Motion Hologram printed into a 2-dimensional film surface, which displays full-color 3D and action visible without special eyewear. More technically, a RabbitHole is a next-generation digital hologram that contains up to 1280 digital frames of CGI or video imagery. Three characteristics make this new communication tool unique and particularly memorable:

• 3D/Z-plane :: RabbitHoles are completely flat (0.7mm thick), yet the 3D imagery appears further in front of, and deeper beyond the surface than people imagine is possible.
• Motion :: Using CGI (computer generated imagery) or live-action digital video, RabbitHoles can hold motion sequences up to ten seconds long to tell a short story, or bring a character to life.
• Interactivity :: Viewers’ movement in front of a RabbitHole triggers the immersive and animated content, provided by the image sequence embedded in the surface…up to 1280 frames!

These digital motion holograms are unlike any hologram you’ve ever seen. Classically, holograms have been single-colored or rainbow-like, and limited in their ability to realistically recreate 3D scenes, especially at a large scale; however, RabbitHoles Media utilizes patented printing technology to create bright, full-color holograms. The combination of full-color and 3D imagery with viewer-triggered animation results in unforgettable and engaging viewer experiences.

How does It Work?

Conceptually

A RabbitHole works much like flip-book, with an embedded sequence of 1280 digital images acting in place of drawings on pages…using film instead of paper…and the viewers’ thumbs being replaced by the viewers themselves. The digital images each provide a unique perspective of the scene or object that varies gradually from one image to the next.

Then, when viewers move back and forth in front of a RabbitHole, they literally move seamlessly through its 3D “pages”-advancing the images, shifting the perspective, and revealing the complete content by moving around freely at whatever pace they choose, with the power to play with, explore, and take part in experiencing the action.

Technically

Red, green, and blue pulsed-lasers are used to embed a diffraction grating within a small thickness of holographic film. Each digital image in the sequence is divided into a given number of holo-pixels using proprietary algorithms. The holo-pixels are then assigned to their necessary location amongst a given number of rows and columns. This grid of unique holo-pixels is submitted to the Company’s patented printers, which utilize red, green, and blue pulse-lasers to embed the data into the specially formulated emulsion film. The resulting prints must be front-lit from either the top or the bottom at a 45-degree angle by a direct white-light source such as a Halogen fixture or sunlight. With the white-light shining properly on a RabbitHole, the diffraction gratings bounce the light in an extremely specific wavelength, and therefore color, which allows RabbitHoles to reflect full-color images.

Is it a Lenticular Print?

RabbitHoles are VERY different from lenticular technology…here is a look at the main differences:

Why use a RabbitHoles?

There are countless reasons to choose RabbitHoles, here are a few of the big ones:

• Because the 3D industry is booming and here-to-stay, especially in the entertainment world, and high-profile companies are eagerly building their brands and featuring their products in 3D… and, to do so successfully, brand-builders, tastemakers, and image-makers need a hardcopy medium capable of portraying concepts in, well, 3D!
• Because RabbitHoles are interactive and experiential! Viewers do a lot more than stop and look at RabbitHoles, they play with them, they motor back and forth in front of them, making the imagery in the RabbitHoles move as they move, either fast or slow, forward or backward. And, when many viewers experience RabbitHoles at the same time, it can become a messaging appreciation feeding frenzy!
• Because people love to see things in ways they’ve never seen them before, and RabbitHoles 3D Motion Holograms are a truly fresh, innovative, interactive, immersive, and revolutionary way of depicting 3D and moving concepts on a flat surface.

Clients and Venues

“Unbelievable 3D! . You’ve got the holy grail of advertising.”

James Cameron – Director of TITANIC and THE TERMINATOR

An entirely new medium, the patented RabbitHoles technology gives image-makers and marketeers a tool that is exponentially more effective than 2D print at attracting and retaining viewer attention. RabbitHoles are being utilized in a wide variety of applications by major players in the entertainment, advertising, and art industries who recognize that RabbitHoles offer a unique 3D interactive messaging opportunity. The fact that 3D is a fast-growing factor in each of these industries is further proof that a new paradigm for visualization has truly emerged; the fact that RabbitHoles have early adopters in each of these industries is further proof that it is a viable and desirable “3D on 2D” print solution.

How & Where to Use a RabbitHole

People and Places are the Thing!

RabbitHoles 3D Motion Holograms are ideal for environments and applications where brand-builders, tastemakers, and image-makers want to draw heavy eye-capture, and generate distinct exposure…high-profile events and locations where serious budgets are spent seeking attention, communicating, and entertaining, such as trade shows/conventions, theaters, amusement parks (rides & lines), stadiums, shopping malls, product launches, flagship stores, parties, nightclubs, galleries and museums, and other such specialized & controlled environments.

Lights, Camera, Action!

RabbitHoles must be front-lit by a “point source” of white-light at a 45-degree angle from either above or below. Smaller-scale RabbitHoles can be lit with single 50W or 75W MR16 Halogen bulbs, from either track-lighting or off-the-shelf wall-mounted lighting units. Larger-scale prints require larger scale lighting, with either 575W or 750W ETC Halogen units, which are very common stage lights, especially in bigger spaces like large lobbies, trade show/convention centers, airports, shopping malls, etc. The larger the RabbitHole, the greater the lighting distance, and in many cases large-scale and tiled installations allow for the light to be at further and out-of-sight distances, which can enhance the magic of the image appearing on flat surfaces without any obvious illumination source.

Mount Up!

RabbitHoles must be mounted on a rigid surface, usually plexiglas, glass, or metal sheeting. The most common mounting material is reflective black plexiglas because it is lightweight and the black reflective substrate increases the contrast and brightness of RabbitHoles. RabbitHoles can also be mounted to other rigid and reflective surfaces using a black reflective adhesive depending on the surface and environment.