Panasonic set up a fully operational Blu-ray 3D Advanced Authoring Center located at Panasonic's R&D facility, Panasonic Hollywood Laboratory. The Advanced Authoring Center was recently upgraded and equipped with the latest 3D technological innovations, based on standards developed by the Blu-ray Disc Association. The Center now offers studios and filmmakers Blu-ray 3D image processing, interactive programming as well as authoring and disc certification services, which are capable of making Blu-ray 3D Discs commercially available as early as Spring 2010.

Long before the Blu-ray 3D specifications were finalized within the Blu-ray Disc Association, Panasonic Hollywood Laboratory collaborated with studios to conduct Blu-ray 3D encoding as well as menu and subtitle authoring trials. This type of early collaboration and research has given the Advanced Authoring Center expertise in guiding and advising companies during the key early planning stages of a Blu-ray 3D title.

"Given Panasonic Hollywood Laboratory's vast experience with HD image processing, we are confident that we lead the industry with MPEG-4 MVC (Multiview Video Coding) 3D image compression technology," said Jeannine Patton, Vice President & General Manager of the Advanced Authoring Center. "This laboratory, located as we are in the world's entertainment capital, is proud to offer the filmmaking community the industry's first complete, end-to-end Blu-ray 3D encoding and authoring facility. Blu-ray 3D is an exciting new space for the home entertainment industry and our early research and collaboration was extremely helpful in determining what will provide the most compelling experience and optimum performance when designing for Blu-ray 3D."