New York’s Times Square will take on a whole new dimension when “The 3D Experience” launches on Friday, Sept. 24.

The three-day event is the first 3D festival to target both industry professionals and consumers. Managing director Nino Balistreri details some of the highlights: “Visitors can check out the latest 3D TV and gaming technology at the 3D Showroom, which is free to the public for all three days at the Discovery Times Square Exposition Center. Best Buy is hosting the Showroom, and will have its Geek Squad crew there to help consumers with any questions they might have. We'll also be featuring a full roster of 3D films at the AMC Theatres Empire 25 on the 25th and 26th. For professionals, we offer the Executive Forum, which takes place all day Friday at the AMC Theatres Empire 25 on 42nd Street and gives them access to numerous networking sessions and technical demonstrations.

“One event we're particularly excited about is the 3D Test Drive,” Balistreri continues. “It takes place at the NASDAQ MarketSite twice during the festival, first on Friday in a special media-only press preview luncheon, and then again for Executive Forum delegates on Saturday. This is the first time anyone has offered a non-biased platform for viewing, side by side, the top brands in 3D TVs currently available.”

The 3D Experience (www.the3dexperience.org) follows two successful 3D movie gatherings staged by Balistreri and his team, the 3DX Film Festival in Singapore and 3D Screenings Asia in Hong Kong. The Times Square event is their first to focus on both entertainment and technology, providing a glimpse of the future for industry professionals and today’s state-of-the-art for consumers.

Speakers at the prestigious Executive Forum include Phil McKinney, chief technology officer at Hewlett Packard; Richard L. Gelfond, CEO of IMAX Corp.; Joshua Greer, president of RealD; Robert H. McCooey, Jr., senior VP, new listings and capital markets, at NASDAQ OMX Group; Ken Venturi, executive VP of interactive media for National CineMedia; Jim Chabin, president and CEO of the International 3D Society; David Beal, president of National Geographic Entertainment; Barry Sandrew, president/COO of 2D-to-3D conversion company Legend 3D; Michael Gibilisco, CEO of 3D Eye Solutions; and Catherine Owens, co-director of U2 3D. Topics include 3D filmmaking, 3D post-production and 2D conversions, expectations for home 3D, and the technology’s financial impact.

The movie schedule boasts many eye-popping treats, including National Geographic’s highly successful U2 3D, Sea Monsters: A Prehistoric Adventure and Bugs! 3D, Sky High Entertainment’s Dinosaurs: Giants of Patagonia, 3D Entertainment’s Sharks 3D and Rex 3D: Journey to a Prehistoric World, Northern Lights Entertainment’s Human Flight 3D, and a special screening from Passmore Lab of a new 3D version of George A. Romero’s 1968 zombie horror classic, Night of the Living Dead.

The festivities kick off with an opening-night VIP reception at the NASDAQ MarketSite, sponsored by LG Electronics. 3D Experience delegates are also invited to a “Coffee with the Experts” networking session at the MarketSite on Saturday morning.

“We could not have asked for a better response for our inaugural event in the United States,” notes Balistreri. “People and organizations have really been connecting with our vision and wanting to get involved. We've attracted major players in all sectors.” Alongside event partners NASDAQ OMX, Best Buy, National CineMedia, IMAX, Technicolor, AMC Theatres and Discovery Times Square Exposition, sponsors include LG Electronics USA, Mitsubishi, RealD, DLP Cinema, Samsung, 3ality Digital, Northern Lights Entertainment, 3D Eye Solutions, Body Sound Technologies and Passmore Lab.

In summary, Balisteri declares, “The 3D Experience gives professionals and consumers the opportunity to learn the ‘how’ and ‘what’ of 3D, so that they're empowered to make the right decisions, whether it's for their business or their home.”