Passmore Lab, a San Diego-based 3D technology firm, will host a panel titled "3D Filmmaking and Distribution" at the 2007 San Diego Film Festival. Encompassing a world-class programming department using state-of-the-art technology, Passmore Lab converts 2D films to 3D and they produce cutting edge art and design in the rapidly growing industry of 3D films.

The four-day San Diego Film Festival -- held September 27-30, 2007 -- showcases more than 100 feature, documentary, short films and music videos. Also serving as an educational and resourceful conference for filmmakers, San Diego Film Festival has covered a variety of discussions over the years, in addition to hosting American Screenwriters Association's annual conference. Passmore Lab, however, is the first to cover the realm of 3D filmmaking. Hosted by Greg Passmore, founder of Passmore Lab, the 3D panel will focus on the technological and business aspect in creating 3D films.

"Every major studio and exhibitor is experimenting with 3D," says Passmore. "With over 700 theaters now set up to project in 3D, the medium is no longer a novelty."

According to Reuters, films shown in 3D have higher box office sales than 2D and tests have shown that moviegoers are willing to pay a 10 to 15 percent higher price for tickets. However, making a 3D movie is not a simple process. The technology, along with the possibility of distracting from the story-line and the need to understand the DCI standards means some filmmakers are playing catch up. The SDFF panel will help demystify the new 3D format and provide filmmakers the tools necessary to get started on a 3D film.

"As an added educational component for this year, PassmoreLab's panel on 3D filmmaking is a great example of how San Diego Film Festival offers festivalgoers a 360-degree experience," said Robin Laatz-Kozak, co-founder, and executive director of San Diego Film Festival. "From networking and conferences to a fresh selection of films premiered in San Diego for the first time, each year the festival finds a way to bring its audience something bigger and better than the last, and panels like these are a great way to deliver new content to our attendees."

In addition to the 3D panel, Passmore will give a presentation on animation at SDFF. The presentation will include a worldwide collection of short, dynamic and important animations that are oriented towards an intelligent and critical audience.

"I want to introduce the SDFF audience to a new medium; one that takes massive energy, heart and investment to tell a story. Unlike aiming a camera, every frame is painfully created to tell a story not possible with real light and shadow," said Passmore. Animation is a critical medium, allowing expression of concepts and stories that are just not possible with conventional live action."