BY SALMAN

APPLICATION OF HOLOGRAPHY IN DIFFERENT FIELDS:

By now, holography is already being used in different prospects of our daily lives. There are
also constant researches in holography by learning establishments to promote holography from
its initial phase. However, holography as it is has already been tested for the gain of schools
and colleges. Marketers have embraced holography as a new means of appealing customers,
and the entertainment sector is also a dynamic user of holography, along with important uses in
medical and data storage.

1 HOLOGRAPHY IN EDUCATION:
Holography currently in its early stage has not been used much in education. However, use of
holography in teaching is not new. Holographic projection has been used previously in a school
in United Kingdom (BBC 2000). This school stated the benefits of holography in education, but
technological requirements are obstructing its use (BBC 2000).
In year 2000, a hologram of Catharine Darnton, a Math teacher was efficiently beamed into an
presentation centre in a school in south London. However, the distance of transition was small,
long distance projection is feasible because the images are broadcasted through the internet.
Holography dissents from video conferencing since the teacher appears to be in the room.
While in video conferencing you can easily see a screen and a camera. (BBC 2000.)
Numerous advantages were distinguished with the use of holography to project teachers.
Advantages include using holographic teachers to instruct rare languages such as Latin and
Greek which schools are unable of producing. Darnton, "I teach mathematics. We have only got
6 students in the school doing that. The costs make those sorts of classes hard to lay on," she
said. "But if you could have a single instructor able to view three or four classrooms across a
town or city, then maybe those type of subjects would be feasible. (BBC 2000.)

2 HOLOGRAPHY IN MARKETING:
- You have to see it to believe it. Publicists have been thinking about 3Dl video for many years
and marketing scholars have been anticipating it's coming for years. The utilisation for this
technology are almost never ending, but one thing is sure, holographic technology attracts the
attention of those that see it. 360BrandVision™ currently has the only systems in the world that
can produce suspended holograms that can be seen 360 degrees and in any lighting conditions
for live show and events..
Marketers are accountable for creating advanced ways of attracting and maintaining
customers. Several steps have been taken,from tv commercials, to fliers and bill boards. As the
world is becoming technological influenced, many establishments are counting on technology
to give them a contending advantage. Marketers are going with new technological methods by
employing holography as described below:
With a true 3D holographic projection, marketers can fascinate consumer alertness to the
shown product, illuminate them about the product and persuade them to buy the product. Most
of the time, a consumer makes judgement in front of the shelf on what product to purchase and
the decisions on what product to chose are usually made very quickly. So, marketers depend on
in-store fliers and posters or pleasing packaging to draw customers. advertising a product in
such minimum time in a retail store is hard. Thus, the use of 3D holographic display introduces a
new way of pull buyers. (Cai & Holerca & Arvanitidou & Miano & Mintel & Canady 2004.) The
holographic projections which attracts customers‟ attention can also behave like a payment
medium. A mutual function may be installed within the holographic display which permits the
buyer to make transactions. Samsung is an idea modell of a company using holography for
advertising uses.
A holograph was used at the launch of Samsung's new Smartphone the JET, in London, Dubai
and Singapore. The phone’s specifications were presented though holography with motion
sensors.
In January 2009 Coco-Cola conducted a holographic sales conference in Prague for over 800
people. Senior executives of the organization were casted into the stage as 3D holograms
before giving a presentation on how the Coco-Cola brand has developed over time. The data of
the presentation was also in 3D holographic projections. The centre was a giant 3D hologram
Coco-Cola branded spinning clock, showing the advancement of time. A display of previous
Coco-Cola bottles, logos, and labels among other objects were also visualized as 3D holograms
to establish Prague's first 3D holographic projection demonstration.

3 HOLOGRAPHY IN ENTERTAINMENT INDUSTRY:

When someone thinks on holography in the entertainment sector, the movies Star Trek and
Star Wars come into thought. In these movies, individuals interact with holograms as they would
interact with a human. Though, what audience see in these films are not true holograms, they
show what a true hologram is like and future capacity of holography.
In the music industry, holography is used for concerts. For example, the musicians can be far
away in New York while performing in many different cities around the globe. It can also be
utilized for a duet as done on American Idol, where Celine Dion performed live with Elvis
Presley who died many years ago. Today, 3D tv, and cinemas are very common. Movies like as
Toy Story 3, Avatar, Step Up 3D, and Shrek Forever After were all filmed in 3D. Cinemas and
movie makers are pulling audiences by premiering movies in 3D. This may be an amazing
development but, it has many downsides,such as the need for 3D glasses,headache and eye
strains. Because of these negativities of 3D movies, holography may be the feasible solution
since it permits people to visualize real 3D pictures without any gadgets. Since holography
causes projected image to appear real, it does not have any strain on the eyes nor cause
headache.
Scientists have moved nearer in creating a holographic movie (Greenfieldboyce 2008). It is also
expected that TV which display 3D holograms will be produced soon (Purewal 2010).Japan,
famous for its technological advances believes holographic TV will be ready in due time, and is
already aspiring towards a impressive and compact use of the holography.
In sports, there are many requirements set to select the host country for the world cup during
bidding from different countries. Countries have to prove what they can offer to make the event
spectacular. Japan has offered to broadcast all matches in 3D holographic display in stadium
around the 208 member nations of FIFA. (Humphries 2010). It means one can go to the closest
football in one’s city, to see live holographic 3D projections of matches in Japan. These matches
will be observed right on the pitch in one’s locality and around the globe like it is being watched
in the original stadium in Japan. This will give the audience watching in different stadium around
the world a feeling of being in Japan.

With the application of the latest HD projectors, CGI animation, professional HD film techniques
and special effects created in post production, Pepper's Ghost technology has been updated to
the 21st century. In place of something or an individual's reflection displaying on a plate of
glass, high quality video and CGI animation is projected directly onto a specifically designed,
chemically treated transparent film via a high power HD projector. Though much more costly,
this innovative method results in a much sharper, believable hologram projection. Due to the
modern approach of creating CGI animations and pre-recorded videos, almost everything is
possible.
The “blank canvas” approach is usually used, designing a storyboard only limited by
imagination. The storyboard can then be given to a CGI animation team who can make it come
to life using the latest 3D technology such as Maya or 3ds-Max. Real people can be filmed
giving a speech, dance or presentation, and then be casted as 3D holograms. Holographic
effects can be used in production to make a real person project into the room, Star Trek style,
or have their product appear and rotate above their head at the gesture of their hand.

4 MEDICAL USES:
3D Medical Animation Studio - 3d medical images, has the ability of presenting 3d medical
animations using holographic projections along with the option of interaction. Medical
simulations company Tres 3d is extending the limits of classical MOA's (method of action) by
working on holographic/3d animations to be seen on holographic film without the need of special
glasses. By using film with holographic properties and producing custom 3d computer medical
animations Tres3d is able to display a holographic image. This enables the audience to view the
3d medical animations with the great depth and detail.

5 DATA STORAGE:
One can seek many feasible uses of holo technology information systems in the common area
of interactions and visualization. "HoloCams" will use holo technology information storage and
backup to store and virtually present 3D visual data. Holotech computer graphic interfaces such
as gesture detection systems, will allow substantially more natural connection between a person
and computer than can be performed with present day 2D image projections and
keypad/mouse.
Holotech imaging with temporal gated pulses will result in high quality watching of stuff
surrounded by light refracting material such as body liquids or translucent surroundings.
Among the obstructions to large exploitation of holographic science is the cost of integrated
storage, processing, and display systems, but costs of LCDs and digital camera chips are
declining. We are probably on the brink of extensive consumer marketization of holographic
applied sciences.