Last week, 10 U.S. theaters rolled out full-color 3-D posters with motion and photorealistic detail to promote the movie How She Move. Made by Quebecois company RabbitHoles, the advertisements feature one of the film's characters tearing up the dance floor in an eight-second clip that can be "played" in 3-D by walking from left to right of the poster. Despite the images' slightly transparent quality, what you see is pretty close to the real thing.
To produce the imagery, RabbitHoles creates a 3-D computer model of the object that will be turned into a hologram. A virtual camera takes snapshots at different angles, and a software algorithm developed by RabbitHoles calculates how light would bounce off each angle in the scene. The result is up to 1,280 different snapshots, or frames, that not only hold color, distance and angle info, but light patterns as well.
To record the actual hologram onto a sheet of film, the data is sent to a printer that divides each frame into pixels -- a poster-size print can hold up to 700,000. The company then exposes each pixel with red, green and blue pulsed lasers.
-- from New 3-D Technique in Wired
Sounds impressive, but I'd like to see one first-hand.