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DIGITAL MEDIA FROM THE INSIDE OUT: My focus is digital content -- production, distribution, collaboration, innovation, creativity. Some posts have appeared across the web (HuffPo, Tribeca's Future of Film, The Wrap, MIPblog, etc.). To receive these posts regularly via email, sign up for my newsletter here.

Friday
Sep112015

The 'Third Wave' of Media Brands, according Allen Debevoise

One of the joys of chairing the IDEABOOST Board of Advisors is when I'm able to successfully recruit those whose work I truly admire to the cause. Case in point: entrepreneur and investor Allen Debevoise joined the IDEABOOST Board of Advisors in 2014, just a few months after launching Third Wave Digital, an investment fund focusing entirely upon digital media startups. He is a perfect choice to help guide IDEABOOST, because of his long history in building, running, and investing in media businesses over the past 30 years. I interviewed him and wrote an article that was published in a slightly different form by the Canadian Film Centre: here

Allen Debevoise, Third Wave DigitalThird Wave Digital is named after the “third wave” of media innovation – the first was conventional linear broadcasting; the second came with the rise of cable and satellite infrastructure that generated new business models and programming brands like HBO, CNN, MTV, and Discovery.

“With broadband, we saw the emergence of new video brands that were driven really by the Internet, like YouTube and Netflix,” says Debevoise. “This was the beginning of the Third Wave of video programming brands being born. A bunch of other brands started to build on the new platforms – companies like StyleHaul and Maker and FullScreen. And then we got totally original brands like Vice. We’ll continue to see new brands emerge on places like Snapchat, brands that are about programming.”

I met Debevoise in the 90’s, first as a player in interactive television and new forms of cable TV, and later as he became one of the first web entrepreneurs, with Creative Planet. As online video swept the world, Debevoise went on to co-found companies, such as Machinima, StyleHaul, DanceOn, INDMusic, MiTú Network, and Tubular Labs. Debevoise has invested in over 70 companies as an angel investor, including IDEABOOST startups Bubl Technology and Raur. Though he has left management of gamer-oriented Machinima, he remains Board Chair.

Third-wave brands impact both the business and the content of incumbent media. Netflix’s on-demand library of binge-watchable content has stimulated the growth of serialized story content on other platforms – the second “The Golden Age” of TV. YouTube, along with mobile devices, has created an entirely new category of short-form content and an ecosystem of influencers that has created a new form of content discovery.

Third-wave brands are becoming valuable and viable more quickly than previous waves, says Debevoise. “We can build a brand more efficiently, we can be global, and we can start to activate some content deals.... We find an audience, we have a basic business model and then we grow it over time. That’s the model.”

And so he notes the success of certain properties from Vice or Style Haul or Awesomeness TV which are already competitive with mid-level cable, even theatrical product, all the while continuing to generate revenue from multiple sources such as licensing, merchandise, branded entertainment, ads on vast repositories user-generated content.

In Debevoise’s view, there is plenty of room for more entrants in the video business – “I know people like to talk about TV viewing vs. online viewing – but, I just call it video consumption! It’s huge, right? Whether kids are doing it more on mobile phones and short form and older generations sit in front of a TV set, the video consumption category in aggregate is huge. So, if you’re good at creating content you’re going to have a lot of opportunities to monetize that content to create new brands.”

More than anything, Debevoise is looking for companies that care about a specific audience: “They get really good at the content and social and community management, every issue around that audience -- that’s a winning formula in a world that is going to be cluttered with platforms and apps and junk all over the place. Building a brand that cuts through it and is really clear and crisp is going to be increasingly important.”

In addition to his programming investments, Debevoise likes tech-based startups that serve this new ecosystem of emerging brands. “Some of the newer companies can’t afford to build analytics or data warehousing or how to move audiences across platforms. So we have companies like Epoxy and Social Edge that enable smaller programming brands to be more effective.”

Third Wave Digital is also actively investing in the emerging virtual reality ecosystem. Debevoise would like to see strong programming and content brands in VR, just like other third-wave segments, but “in VR, quite frankly, I haven’t seen a lot of them yet. It reminds me a little bit of the early days of computer graphics where you had companies trying to do everything – like Pixar. At some point they got great when they said, oh, we’re just making movies, right?”

Part of the problem is that the VR platform issues haven’t been sorted out, with players like Samsung, HTC, Sony, Oculus, Valve and others offering proprietary solutions. “It’s the kind of mess we had in the telecom world before Apple and Android,” he says. So until he sees “entrepreneurs show up that say, I’m going to offer VR for children, or be the VICE of VR – crisp audience-focused brands,” Debevoise will focus on companies like WEVR, that has built a cross-platform VR system and is helping to grow content.

Debevoise is always seeking new opportunities – Third Wave has averaged two investments per month since its founding last year. How does he find them? “Typically, I know founders already or they are referred to me by somebody I trust from a content or platform partner or from investors that I think are smart.”

Increasingly, he finds deal flow from accelerators like IDEABOOST, which he believes serve a critical role in the early stage seed financing model.

Debevoise has great things to say about Canada as a source of innovation: “Canada has a tremendous legacy and terrific capabilities ... I think Canada is in an incredible position given its legacy in animation and filmmaking and gaming and computer software.”

Nick DeMartino is chair of the IDEABOOST Board of Advisors, a consultant in media and technology, and former SVP at the American Film Institute.

 

Thursday
Sep102015

A Warm Emmy Feeling

It’s kind of like that feeling on Christmas or maybe your birthday when you got a gift you weren’t expecting, that’s what I had last night at the annual ‘Celebration of Excellence’ event for the TV Academy’s Interactive Media Peer Group (IMPG). I was recognized with the “Lucy Hood Digerati Award” for exceptional contribution the group (and presumably the industry, since much of what I think earned me this award actually predated the founding of the IMPG, e.g. the programs I created in the 1990’s at the American Film Institute.)

It was a great feeling when I was a kid, and it feels pretty good now, especially coming (literally) from my peers. As I said to the group, I used to call the Enhanced Television Workshop, launched in 1997, the “Why Bother?” program, because that’s what most people in Hollywood said to me when I described what we had in mind – a creative sandbox that would allow talented storytellers to meet technologists, designers, and programmers who could help them bring audiences into their stories. We attracted a lot of brilliant people – I once called them ‘interactivists’ – many of whom are my colleagues in the IMPG to this day. As I looked out at the crowd last night, the answer to that “Why Bother?” question was obvious. That’s why we bothered.

BTW, for you history buffs, I wrote a blog post about the origins of the IMPG a few years ago. 

Tuesday
May052015

Ten Things To Know about Today’s Music Biz

I recently organized and moderated two music panels at the Digital Hollywood conference, showcasing the views and expertise of eleven professionals from virtually all aspects of the contemporary digital music business. There were two panels with two discussions (music & YouTube; music and social), but truthfully, this is an ongoing conversation in which music is the canary in the coal mine – trends we see now in music are trends we’ll see throughout the digital media ecosystem.

Many thanks to the panelists, listed below, for their enthusiastic and frank discussions, and apologies that I don’t have direct quotes for attribution. I was busy moderating :) Here’s some of what they said:

The “traditional” music business has collapsed – meaning consumers spend dramatically less on recorded music today than they did at the peak of the business --- whether it’s CDs, downloads, or subscriptions to streaming services. And yet, the ecosystem survives, with money flowing from more sources to more participants.

This was and still is a blockbuster business, with a disproportionate share of the revenue going to the most popular artists. In some ways, the “network effect” has cemented this reality even more than the old days when radio ruled (which, by the way, it still does, sort of).

There are only 300,000 songs that make any money, and 20+ million songs that don’t. That “long tail” can be monetized, but it takes focus and innovation to do so (and one of our panelists has a company that is doing just that). With the cost of production so low, professional musicians now compete with millions of amateur tracks.

We are in the era of music discovery, but most people don't really want to discover anything new. Socially connected apps and streaming services providing many new ways for consumers to sample new artists. And yet, statistically, in the blockbuster music economy, we find that most people don’t actually want to discovery new music. They want to listen to the music that everyone else is listening to.

Now that Everyone (including you) is a brand, all that seems to matter is the size of your audience. Emerging artists are increasingly required to conduct their lives as if they were a commercial brand – connecting with consumers on many different social platforms, and providing content (video, posts, images) well outside the creation and distribution of the music itself, in order to accumulate fans. Partnerships and additional opportunities are now determined at least as much by fan metrics as the music itself. (Ouch!)

Brand partnerships is perhaps the fastest growing source of revenue for artists, with many examples of relatively non-intrusive sponsorships of artists, music, and events emerging. Brands want the cool factor. And they want the exposure potential of the artists’ fan bases.

Social Media Platforms are the Banks; Engagement is the Currency. The savvy artist understands that the levers of their career (building a team, getting a record deal, booking gigs and tours, etc.) depend upon how much currency, e.g., fan engagement they have. In some cases, that is literal currency, because there are numerous ways to purchase fan-count and fan-engagement.

Careers can be made in A Single Event. A tune on a social platform like YouTube (or now Vine, Instagram, Snapchat) can go viral, and sometimes all it takes is attention from somebody with a huge fan base. From Justin Bieber to Shawn Mendes, talent

Radio exposure is still important for an artist, and is one of the best things a record label can get for talent.

Very few people have bad things to say about YouTube, at least in public. Google’s massive video site provides free distribution for every artist, and therefore has the most comprehensive library of music content --- mainstream and niche. Millions of people, especially millennials, use YouTube as their audio streaming service. It’s pending launch of a paid subscription service may be bad news for the Spotify's and Pandora's of the world.

Tidal Will Fail. The high-fidelity music subscription service launched by JayZ and a bevy of blockbuster artists are swimming against the tide, and, our panelists uniformly predict it will not survive. Most of the panelists thought that Apple’s new streaming service, without the “Beats” name, would be one of the survivors, because of its hardware.

Music is inextricably tied to the tech economy, which is why the battle will be slugged out between tech giants like Apple, Google, Amazon, Facebook, etc – these companies are fighting versions of this same fight over video, television, books, and much more.

Thanks to my speakers: Take a look at their sites to find out where the business is going.

Wednesday
Apr152015

What's Next? "Music Next" @Digital Hollywood 2015

I'm moderating two panels at this year's annual spring Digital Hollywood Conference, nothing new there -- I've been attending and speaking since the first edition way back in the early 90's. What's new for me this year is the topic -- what's new in the music business.

It all started because one of the standout companies I'm advising in my role as chair of ideaBOOST accelerator -- TuneStars. I was really struck with founder Anthony Shannon's social music app, cleverly calibrated for what's happening now in the music scene for fans, artists and industry types. It's what you'd get if you created a mobile-first version of MySpace married to Linked-in, only better.

Well, as these things happen, I recruited a lot more speakers, and so did Digital Hollywood President Victor Harwood. Before I knew it, I was moderating a second panel in the music track, this one on YouTube & Music, a bit closer to my wheelhouse.

I expect to learn a lot from all the great speakers on my panel and across this great conference, and I know you will too. Drop by if you are attending DH this year, or message me if you want to know more about these great speakers. I'll write a summary after the sessions are over. If you'd like to meet with me at DH, just shoot me a note or DM me. 

Here is the entire MusicNext Forum Track, part of Digital Hollywood, which runs April 27-30, 2015 at the Ritz Carlton Hotel, Marina Del Rey, CA. Here are my panels:

1) Tuesday, April 28th -12:30 PM - 1:45 PM Salon III (Live Webcast from this Room) "YouTube and Music – The Meeting Place for Music"

·      Doug McVehil, Head of Content & Programming, Vevo
·      Jeff Daniel, CEO/co-founder, Starmaker; 
·      Daniel Rosen,  Sr. Music Talent Manager, Fullscreen; 
·      Ryan Tomlinson, President, SKEEmatic; Exec. Prod., SKEE TV
·      Dana Shayegan, VP of Music, Collective Digital Studio (CDS)
·      Nick DeMartino, Principal, ND Consulting, Moderator

Speaker Bios and Session Information - Click Here

2) Wednesday, April 29th - 3:50 PM – 5:00 PM, Poolside Tent I - "Music Apps, Social Media and Technology:  The Explosive World of Music Engagement"

·      Brad Sphar, Vice President, Sony Music
·      Madeline Nelson, CEO/Managing Member, Heads Music
·      Heiko Schmidt, CEO, Parasongs
·      Rami Perlman, VP Music Talent & Influencers, theAudience
·      Anthony Shannon, Cofounder & CEO, TuneStars
·      Ian Roberts, Cofounder & CEO, Hive
·      Damian Hagger, co-founder/Marketing Director
·      Nick DeMartino, Principal, ND Consulting, Moderator

Speaker Bios and Session Information - Click Here

 

Thursday
Jan082015

2014 Movies Worth a Look, v.1.0

Amateur movie-lovers like me are at a distinct disadvantage compared to critics, festival programmers and others who have privileged access to cinema titles. But with the Golden Globes upon us and the Oscar nominations imminent, I won’t wait any longer to provide version 1.0 of my favorite 2014 films, even though I know there are some movies that remain to be seen. I’ll post an update in a month when I’ve gotten through the accumulated Netflix and Amazon queues, Film Independent screeners and screenings, and various late theatrical openings here in L.A.

In the meantime, here are those movies that moved me, two dozen in all, roughly in order of preference. Were I forced to pick a top ten, it would come from the first dozen, with many worthy titles in the second dozen.

If you’re interested in my reviews, follow me on Flixster.

First Tier

A Most Violent Year - Chandor's screenplay is perfect, and because of his remarkable skill with both actors and the physical delivery of cinema, this is for me an almost perfect film, a novelistic thriller of a movie that drops us right in the middle of the circumstances of these characters (and their time and place) and lets the back story fill in through the forward propulsion of the story. We learn something about the characters in virtually every scene and every exchange of dialog. For instance, the looming figure of the Chastain character's father, who never appears in the film, plays a larger and larger role as we learn, bit by bit, the precise nature of this marriage and the business that forms the center of the action we experience. Ditto with the complicated relationship between the players in the fuel oil business, the D.A,, the cops, and the mob. Chandor knows that he is playing in the fields so well plowed by The Godfather and its imitators, and his subtle, controlled and engrossing version of a crime drama, in a sense, trumps Coppola's earlier, groundbreaking work (something I never thought I would say). This is an unmitigated triumph of cinema storytelling.

Birdman - Audacious at every level, Iñárritu's breathtaking examination of the wages of fame and pride just blew me away. Start with the fact that here we have the story of a washed-up actor known for playing a superhero, played by, yes, a somewhat washed-up actor known (in part) for playing a superhero. And then, a ferocious depiction of an all-consuming obsession to be both famous and taken seriously, to the point where all relationships are destroyed. And then, a delirious experiment with a camera that swoops and flies in what would appear to be a single uninterrupted shot, which sounds like a gimmick, and certainly is, but still, it works. And then, well, world-class acting that is so raw and funny it makes you want to cry, scream and cringe at the same time. This is, quite simply, the best "movie" movie in a very long time, and I loved it.

Boyhood -If the production history of this one-of-a-kind film seems at first like a gimmick, any concern fades as the experience of this coming-of-age-in-a-dysfunctional-family tale takes hold and never lets go. We marvel at the performance of a child who, before our very eyes becomes a young man. Yes, we wonder how much of this is "acting" and how much of the story is "scripted". I for one also found myself surprised over and over again at the transitions between years, which were seamless and often undetectable. None of this would matter, of course, if the story weren't touching, and as the response indicates, universal. These feel like real people in my life, people I want to know forever. 

Nightcrawler - The set-up draws you in, the idea of an ambulance chaser who captures the horrific violence that we see on the TV screen every night, not the least of which because it is the audience's desire to see this stuff that creates so much value (and money) in the first place. We want to look away, but we cannot. And so we find ourselves sympathizing with a sociopath who has found his calling, a lucrative way to sidle up close and personal to blood and death and a golden opportunity to cross the moral line from observer to perpetrator. The performances vibrate with electrical energy. Gyllenhaal has never been better, hungrier, showier, fiercer.

The Theory of Everything - Redmayne jets into the upper echelons of acting with his depiction of Hawking before, during, and after the deterioration of virtually all bodily functions. Saddled with all of the problems that the biopic form presents, this film nevertheless manages to impart the essence of an amazing human being, and along with it a slight understanding of the science he helped create. Hawking is something of a secular saint, so it's nice to see a few of his imperfections, as well.

Grand Budapest Hotel - This movie brings to perfection all of the elements of Anderson's quirky style -- his meticulous creation of a slightly demented world, his vivid and geometric art direction, heightened and somewhat melodramatic directing style, contained and hilarious set-pieces, singular and eccentric characters, and a very intense focus upon the particular. His ensemble cast delivers scene after scene of delight and reimagined history of the fading of a Europe that may never have been. Anderson creates nostalgia as an end in itself.

Love is Strange - Sachs presents an affecting, modern story of a longtime gay couple whose economic circumstances lead to make-good living situations apart from each other. Complications ensue in a charming, truly beautifully unfolding way, with intense emotions driving great empathy in scene after patient and beautiful scene. Pay close attention to the editing.

Citizenfour - In this stunning exploration of the national security state, we are witness to a real-time unfolding of the Snowden story. With only a crew and her colleague Glenn Greenwald in a Hong Kong hotel room with Snowden, Poitras captures an intimate portrait of the man behind the revolutionary whistleblowing story as it happens -- on the TV screen, in phone calls, and in dialog over several days. Poitras is as committed to the rightness of Snowden's cause as he is, and look elsewhere if you are interested in a debate. But we are presented with much more than an agitprop document here: it is history in the making, and made history as a consequence.

Mommy - Wunderkind Dolan (25 years old & this is his fifth movie) builds wave after wave of intensity in this shattering character study of damaged families trying their best to fit into a society which just seems impossible to navigate. Anne Dorval is amazing as the fierce and wacky Mommy who improvises her parenting and providing skills as a recent widow without much going for her but looks and love. Pilon is amazing as the explosive adolescent Steve, a singular creation for such a young actor. Dolan's sense of pacing, framing, scoring and use of music, and his work with actors is pretty remarkable. This is a career to watch.

Selma - Powerfully told, beautifully acted, intensely rendered story of King's masterful orchestration of the struggle for black voting rights in America, as focused upon the civil rights movement in Selma, Alabama. DuVernay is a major new voice in the cinema, orchestrating an complex story, a huge cast, and some very important issues in a way which, like Lincoln before it, illuminates history through the actions of people, some important and many unheralded.

Under the Skin - Johansson kills it in this weird, creepy, commanding sci-fi thriller. Roaming about the countryside of Scotland picking up random men, she seems to be a disturbed and very horny gal until we witness the signature visual experience, which even now is hallucinatory and very disturbing. And so it goes as the audience begins to understand that our Scarlett is decidedly not what she seems. I loved this picture.

Force Majeure - A two-hour therapy session that goes deeper, and then deeper still into the heart of a Swedish family's issues, triggered by their experience of a "planned" avalanche that seemed to be real at the tony ski resort where they are vacationing. Taut, authentic, artfully framed and truly suspenseful, this is a thinking-person's thriller that needs no car chases, serial killers or other overused vestiges of commercial cinema. This is Greek tragedy.

Second Tier (barely)

Ida - Ida's story, the novitiate in search of her Jewish history in 60's Communist Poland, is presented in stark, pristine Black-and-white photography with distance, nobility, and a magisterial sense of pacing. It's almost as if we were watching an artifact from the heyday of Eastern European cinema, Knife in the Water, et. al. The form so perfectly matches the character and story, it nearly took my breath away. I particularly liked the scenes in the tacky, rural nightclub, jazz with a hammer and sickle.

Inherent Vice - Pynchon is obsessed with obsession, dope, paranoia, and the excesses of those who watch, govern and rob us. His characters ramble through shaggy-dog stories of hysterical buffoonery which, nevertheless, carry enough truth to leave you with a deep uneasy feeling about where we come from -- not quite hopeless, but chastened. And so it is with Inherent Vice, in which a crew of badly dressed Los Angeles wack-jobs stumble their way through a 1970's dope-hazed version of "The Big Sleep" or maybe the Altman version of "The Long Goodbye". All the tropes appear -- the brutal cop, the femme fatale, the persistent P.I., the corrupt business men. Strap on the seat belt, folks, and take this ride.

The Imitation Game - Biopics are a doomed form, at least the kind that present the entire sweep of a person's life, required as they are to pluck emblematic moments that together deliver the intended "meaning" to the complex mess that most of us produce as we make our way through life. And so, the worthy goal of memorializing one of the 20th Century's most important scientists focuses singularly upon Turing's role as leader of the effort to break the Nazi Enigma code and hasten the Allied victory. We get a light dusting of other significant aspects of this genius' life -- his theories are the foundation of modern programmable computing, and he was gay, which was illegal, and therefore led to arrest, chemical castration, and perhaps his own suicide. I for one would have liked the story to have included at least one scene of the life of a gay man (rather than the extended friendship dance with Keira Knightly) and some sense of his towering intellect in the nascent field of computer science. Alas, I expect too much.

Stranger by the Lake - Erotic thriller, now that's a niche genre, but leave it to the French. to perfect the form with this truly disturbing gay erotic thriller murder mystery whose form, a kind of uber-voyeur camera, makes the audience feel that they are somehow just as guilty as the perpetrator.

The Immigrant - Gray is a masterful storyteller who brings to life a tortured tale of poverty, immigration, vaudeville, flesh and murder in early 20th Century New York City, aided immeasurably by a wonderful trio of A-list actors. Lurking behind the particulars of Cotillard's journey are the roots of American show business -- a kind of recycling center for flesh and fantasy that illustrates why "polite" society found it so alluring and toxic.

Blue Ruin - Revenge is elevated in this affecting indie film to operatic levels as a drifter gets his shit together to track down the killers of his parents, and won't stop until he makes the world safe for his sister and her family. It is an exceptional journey, taken mostly in the rusty old car that gives the film its title, previously his principal domicile. I like the interplay between the protagonist and his gun-toting Heavy Metal high school buddy alot.

A Most Wanted Man - Spycraft rendered flawlessly in this, Hoffman's last role, this LeCarre focusing upon the struggle against the Islamic enemy in the city where 9/11 was hatched. The delicious ambiguity of who's on what side extends beyond the "enemy" to various factions of the "good guys" fighting terrorism in a world of ever-shifting sands.

The Internet’s Own Boy - This portrait of programmer and Internet freedom activist Aaron Swartz covers a wide swath of recent tech history, including the government's disproportionate prosecution of his misdeeds that led to his suicide and a painful reassessment by those of us who want to regard the Obama Administration as white knights. Coupled with their actions in the NSA and foreign wars, these politicians have delivered a significant betrayal to their legion of youthful (and other) supporters. Swartz was fascinating, brilliant, singular and somehow emblematic of a new generation of activists whose ownership of the means of electronic production has led to a new definition of freedom. 

Dear White People - Come along for this audacious roller-coaster of a satire about race relations among young collegiates in a "post-racial" society (not). The clever trick of this amazing first-time feature is how in skewering stereotypes, Simien manages to avoid falling into the trap of dehumanization. There is a lot of love and lovingkindness underneath the snark. 

Whiplash - We've moved the story form of a sports movie with all of its inherent problems into the world of competitive jazz drumming. Mean coach, brilliant but troubled player, screw-up at the big game, redemption made possible by raw talent, and a little twist at the end. I wasn't as enchanted as my peers with this formulaic and manipulative drama, but I concede that it was well made, kept me on the edge of my seat, and had some pretty amazing performances, certainly Simmons, who is bound to get showered with awards for this and a lifetime of great performances.

Mr. Turner - I fell in love with Turner's work on my first trip to the Tate, where much of this seminal 19th Century artist's work hangs, a bequest to the British people. Leigh wisely realizes that the power of the luminous paintings cannot really be rendered photographically, and so he provides a kind of stand-in beauty by presenting the scenes which inspired Turner, along with an improvisational riff on the scenes of his very unusual life. Here was a very famous guy who managed to do whatever the hell he wanted, blessed as he was with the certainty of his own vision, which was decades ahead of anyone else. His impressionistic renderings of sea and land in his later career predate the French movement that carry that name. And as with all Leigh films, the acting is quirky and the scenes quite alive with sponeneity. Spall snorts and grunts his way into history.

Locke - I found myself wondering how it could possibly be that I was gripped on the edge of my seat, eager to find out what would happen in a film that takes place entirely inside a BMW SUV driving on an English highway at night. Tom Hardy, that's why, with that voice, alternately rough and silken, a bit like Richard Burton's and his physical presence that grabs hold and won't let go. It's a very layered and sympathetic performance as he juggles phone calls between his business associates, wife, offspring, and one-night-stand whose pending pregnancy precipitates the crisis we get to witness. Platforming the great performance are wonderful camerawork and editing.

Yet-to-be-seen movies that may jumble this list include: Wild Tales, Only Lovers Left Alive, Leviathanh, Map to the Stars, and maybe Goodbye to Language I get to see it in 3D.

 

 

 

 

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