Panasonic has opened the Panasonic Hollywood Laboratory Advanced Authoring Center (PHL-AC). The center, which will be located within Panasonic Hollywood Laboratory in Universal City, California, will accelerate 3D Full HD Blu-ray format establishment and development and will work directly with Hollywood studios providing 3D title development services for 3D Blu-ray titles.

PHL-AC will feature a Plasma 3D Full HD home theater system, a 3D-ready digital cinema projector (Theatrical Dolby 3-D system) with a 380-inch screen theater for 3D HD picture quality evaluation, and a 3-D ready MPEG-4 AVC High Profile encoder.

“Panasonic recognizes that for 3D FHD to succeed, just like Blu-ray, collaboration on research, development and production with studios and content providers is absolutely essential,“ said Eisuke Tsuyuzaki, Managing Director of Panasonic Hollywood Laboratory. “The creation of the new PHL Authoring Center will enable Hollywood to start trial production and ultimately create commercially available 3D FHD titles to realize a new window into reality, and elevate the level of High Definition entertainment that consumers can enjoy in their own homes. We expect 3D FHD to become a reality by 2010.”

As well as being showcased at CES last month, the system made its world debut in Japan at CEATEC 2008 last October “to rave reviews.”

Story filed 01.03.09