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Eyetronics is a spin-off company from KU Leuven university, and since its very inception 12 years ago has worked for many Hollywood productions. The company currently employs 11 people in Leuven and another 12 in Los Angeles, where it has offered services to all major studios. The problem is that 3D technology has always been a marginal part of the massive US west coast film budgets. Many major stars, from Brad Pitt and Angelina Jolie to Madonna, have stood before Eyetronics' scanners in order to have a 3D image generated of themselves, and the Leuven company also helped to create the visual effects for Star Trek and James Bond. While these may look great on the CV, they don't result in major income. CEO Dirk Callaerts is expecting more of a 3D breakthrough from television manufacturers Samsung, LG, Panasonic, JVC and Sony, who demonstrated their 3D TVs at the CES trade fair. One problem for introducing the medium to the mass-market is that the viewer must place his chair at a pre-calculated spot in front of the box to get the maximum benefits. Moreover, a 3D film will never have the same effect on a flatscreen TV as it does on the large, rounded Imax screens. A 45 percent share of Eyetronics' turnover is generated from computer game produces like Ubisoft and Electronics Arts. It's their job to create the game characters that have to be as lifelike as possible. Callaerts is however expecting more of the scan technology when it comes to medical applications, such as orthopaedics and cancer therapy.

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