Hollywood celebrities including Ben Stiller, Samuel L. Jackson, Nicole Kidman, Jamie Fox and Jane Lynch were among the first to experience the next generation 3D TV ─ LG Cinema 3D ─ today at the 26th Film Independent Spirit Awards. The star-studded awards ceremony embraced 3D technology for the first time in-show with a specially-produced two-minute 3D short that was viewed by more than 1,400 attendees on LG Cinema 3D HDTVs positioned around the venue and on stage. Award winners and presenters “Tuned in for Charity” on the Blue Carpet, to support Project:Involve, Film Independent’s signature diversity program. A new 3D Fellowship was also established by LG Electronics to educate the next generation of filmmakers about the ever-evolving technology. Backstage in the Official Presenter Gift Lounge, celebrities and VIPs experienced the differences between LG Cinema 3D and conventional 3D in a head-to-head viewing. Preferred three-to-one* by consumers, LG Cinema 3D recreates the 3D movie theater viewing experience with lightweight, comfortable and reasonably priced eyewear, and delivers crisp bright images and a wide viewing angle. “The Film Independent Spirit Awards honor the next generation of visionary filmmakers making this the perfect venue to launch our next generation 3D technology,” said Wayne Park, president and CEO, LG Electronics USA Inc. “LG Cinema 3D is preferred three-to-one* by consumers because it delivers a much more comfortable and pleasing 3D experience, which is important to movie enthusiasts. And, as we bring 3D technology into the mainstream, LG is proud to join forces with Film Independent and Project:Involve to educate independent filmmakers about this exciting new technology.” Celebrity guest host Sandra Oh kicked off the festivities and led the charity building efforts on the Spirit Awards’ Arrivals Carpet. Sandra and her “entourage” of Project:Involve members gained access to the exclusive festivities by donning their LG Cinema 3D eyewear, signifying the inclusive nature of this new technology, which allows for a wide viewing angle. Following the opening of the Arrivals Carpet, a host of celebrities including Anthony Mackie, Rainn Wilson, Aaron Eckhart, Mark Ruffalo and Kerry Washington “Tuned in for Charity” on the Arrivals Platform. For each celebrity who answered an interview question by reading it in 3D on the new LG Cinema 3D HDTV, LG is making a donation to the “LG Cinema 3D/Film Independent Fellowship” and Project:Involve totalling $125,000. LG Cinema 3D uses a similar 3D technology as employed in movie theaters. Because the glasses do not need to sync with an emitter, viewers can watch from nearly any angle in the room, even lying down in front of the TV. The reasonable cost of the glasses also makes it easier to buy as many pairs as needed to host family and friends for a 3D movie or sports night. At the heart of LG Cinema 3D is Film Patterned Retarder (FPR) display technology, pioneered by LG Electronics’ joint venture LG Display. FPR technology optimizes the separation of images for the left and right eye, recombining them through the glasses to create superior 3D images with reduced cross-talk. LG’s 3D Light Boost, a thin film covering the screen, creates brighter 3D images for a superior 3D viewing experience by helping to counteract dimness that can occur with 3D content. Following the Film Independent Spirit Awards Ceremony, LG sponsored the Official Voters Viewing party at Santa Monica Place for Film Independent voters and Hollywood VIPs.