Cinema company Val Morgan has launched Brandfit Productions, which will focus on creating 3D advertising content for clients.

Former Zealot Productions executive, Philipa Murphy, has been appointed to head the production division, according to the company.

Val Morgan’s strategy director Cally Scivetti called for more local clients to consider 3D in their creative plans.

“Cinema is the ultimate showcase for creative work and there has been a shortage of quality 3D commercials to match the strong list of movies coming out in 3D," she said in a statement. "Currently 20 per cent of cinema admissions are for 3D movies but the advertising industry is falling way behind with only 5 per cent of advertisements being 3D.”

Perth-based company CINEads was the first company in Australia to offer 3D movie commercials with the launch of Avatar in 2009. The launch of Brandfit coincides with a growing number of 3D movies to be released over the next year, including Men in Black 3, The Dark Knight Rises, and Madagascar 3.

The Val Morgan Cinema Network is Australia and New Zealand’s leading national supplier of screen advertising, reaching over 2000 screens. Val Morgan is also involved in co-branding, poster boxes, foyer displays and live advertisements.

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