The Pavement, a leading digital media and motion graphics production house, has completed Lovers Guide 3D – Igniting the Fire, the first UK-commissioned and produced 3D Blu-ray title released in the domestic market.

The Lovers’ Guide 3D – Igniting the Fire, commissioned by Optimum Releasing and Lifetime Productions, was turned around in just two weeks on reception of masters, says The Pavement, allowing time for a Valentine’s Day release. It was tested by US-based BluFocus – the facility that assessed functionality and compatibility of the Avatar Blu-ray 3D. The company is working alongside Goldcrest New York, who have been providing stereoscopic post-production since spring last year.

“There’s a huge buzz in the industry about 3D, as the number of crews shooting in stereoscopic is growing exponentially,” says The Pavement’s Managing Director Andy Evans. “Blu-ray 3D does have its perils in these early days of a new format, but we’ve worked round those and taken time to understand exactly what can and can’t be done.”

The Pavement gained a reputation for breaking new ground, including creating the UK’s first fully interactive BD-Live Blu-ray Disc for U2 – U2360 at the Rose Bowl in 2010, the first full-length multi-angle music DVD for Underworld – Everything Everything in 2000 and being the first company to make UMDs for Sony Computer Entertainment outside of Sony. Their DVD for the Arctic Monkeys went on to win Best Music DVD at the NME Awards in 2008.

Story filed 07.02.11