LACMA produces 3-D commercial for movie theaters

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The Los Angeles County Museum of Art has officially jumped on the 3-D bandwagon. The museum has recently produced a 3-D commercial that will begin showing in local movie theaters this weekend, with a 2-D version set to start airing on local television Tuesday evening.

A spokeswoman for LACMA said the idea for the 30-second spot came from singer-songwriter Carole Bayer Sager, a trustee of the museum. The commercial focuses on Chris Burden’s ‘Urban Light’ installation, which has become an unofficial symbol of the museum since it was installed along Wilshire Boulevard in 2008. The public sculpture features more than 200 vintage Southern California street lamps.

The commercial, created by Bayer Sager’s stepson, Brian Daly, features top-notch Hollywood talent. Morgan Freeman narrates the spot. ‘This is what they look like, and this is how they make you feel,’ he says in the commercial. The final shot shows a Hollywood skyline and the words ‘Have you seen the lights at LACMA?’

Film composer James Newton Howard wrote the music for the commercial.

The museum said that the 3-D version will start playing locally in movie theaters with the animated movie ‘Megamind,’ which opens Friday.

Here are more scenes from the LACMA commercial...

-- David Ng

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