Holographic artwork is just super

Clark Kent may well be a world away from the printing industry but Warner Bros decided to give the Superman Returns promotional work to Auckland's lenticular specialist company Outer Aspect. The MotionPrint Imaging company's previous performance in this export market niche saw it entrusted with what was a technically-challenging "lenticular" (holographic) job ahead of international competition. said Outer Aspect director Jonathan Moon.

"The Superman cards were used for a two-disc special edition DVD," said Outer Aspect director Jonathan Moon.

"DVD covers are stored on shelves, therefore a side-to-side effect is required to show the changing image as consumers walk past. In this instance, a three-flip effect was used whereby the Superman 'S' symbol, Clark Kent and Superman in character flying images literally switch from one to the next when viewed independently from different angles.

Moon says this 354-microns-thin substrate delivers "full motion video" without the need for batteries, external power supply, or even kyrptonite..

Outer Aspect's commitment to quality and constant research and development has seen it develop a strong presence in the export markets in which it operates, adds Moon.

"In-store sell-through rates have increased significantly when our clients adopt our methods and standards. Our clients within the entertainment industry tend to be able to pre-sell their entire consignment to their retail outlets on the strength of incorporating our technology with proven box office success," he said.

"We have found in the past that by the time we deliver, they have already sold the number of covers we have produced."

Outer Aspect will learn if it has won a Pride In Print award for the Superman job when this year's winners are announced at the Christchurch Convention Centre on June 15.

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