Dynamic replacement of cinematic stage props in program content

• US 8,549,554 B2
• Filed: 03/07/2006
• Issued: 10/01/2013
• Est. Priority Date: 03/07/2006
• Status: Active Grant

• Current Assignee: Sony Interactive Entertainment LLC (Sony Group Corp.)
• Original Assignee: Sony Computer Entertainment America LLC (Sony Group Corp.)
• Inventors: Zalewski, Gary, Russell, Riley R.
• Primary Examiner(s): Ingvoldstad, Bennett
• Application Number:
  US11/371,367
• Publication Number:
  US 20070214476A1
• Time in Patent Office: 2,765 Days
• Field of Search: 725 32- 36, 705/14
• US Class Current: 725/32
• CPC Class Codes: G09G 5/377 for mixing or overlaying two or more graphic patterns G09G5/02, G09G5/397 take precedence
• CPC Class Codes: H04N 21/234318 by decomposing into objects, e.g. MPEG-4 objects
• CPC Class Codes: H04N 21/2547 Third Party Billing, e.g. billing of advertiser
• CPC Class Codes: H04N 21/4331 Caching operations, e.g. of an advertisement for later insertion during playback
• CPC Class Codes: H04N 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/4725 using interactive regions of the image, e.g. hot spots details of information retrieval from the Internet by using URLs G06F16/955; processing chained hypermedia data for information retrieval G06F16/94
• CPC Class Codes: H04N 21/8583 by creating hot-spots
• CPC Class Codes: H04N 5/2723 Insertion of virtual advertisement; Replacing advertisements physical present in the scene by virtual advertisement data processing systems or methods specially adapted for marketing G06Q30/02
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

Stage props, such as consumer products, in legacy program content are replaced with dynamically replaceable assets. Such assets can be used for advertising purposes in that images of different products and services can be inserted therein and are changeable via a network. Such assets may be created by identifying props in the content for replacement, determining location and visual effects information for each identified prop, and creating a reference file that includes the content and the location and the visual effects information associated with each identified prop. A value may be determined for each asset or advertisers may bid on the assets to yield additional advertising revenue channel for the content. The content may be played back by broadcasting the content and reference information designating parameters for inserting the assets into the content. Replacement images, such as images of products, may be obtained via a network. The visual appearance of each replacement image may be modified using visual effects information so the inserted objects appear natural as if they were part of the original scene.

Claims

1. A method, comprising the steps of:

identifying stage props in content for replacement, wherein each stage prop comprises an object placed in a scene and bounded by a shape in the content;

determining location information for each identified stage prop;

determining visual effects information associated with each identified stage prop;

generating a profile for each identified stage prop that indicates where a replacement image should be shaded and where a light source should be positioned based on a camera view of each identified stage prop;

creating a reference file that includes the profile, location and the visual effects information associated with each identified stage prop; and

determining a value associated with each identified stage prop based on factors associated with each identified stage prop'"'"'s appearance in the content;

wherein the reference file is stored in a tangible computer readable medium; and

wherein the value is of a type that will influence a price to be paid for advertising; and

wherein the step of generating a profile is performed by a software tool that accepts input information about a stage prop from a user, looks up a reference image associated with the stage prop intended to be replaced, and then automatically performs an analysis of the reference image and the stage prop to generate the profile.

2. A method in accordance with claim 1, wherein the steps of determining location information and determining visual effects information are performed automatically by the software tool.

3. A method in accordance with claim 2, wherein the software tool accepts input information about each identified stage prop.

4. A method in accordance with claim 1, wherein the location information comprises referential coordinates.

5. A method in accordance with claim 1, wherein the visual effects information comprises after effects.

6. A computer program product comprising a non-transitory medium for embodying a computer program for input to a computer and a computer program embodied in the medium for causing the computer to perform steps comprising:

identifying stage props in content for replacement, wherein each stage prop comprises an object placed in a scene and bounded by a shape in the content;

determining location information for each identified stage prop;

determining visual effects information associated with each identified stage prop;

generating a profile for each identified stage prop that indicates where a replacement image should be shaded and where a light source should be positioned based on a camera view of each identified stage prop;

creating a reference file that includes the profile, location and the visual effects information associated with each identified stage prop; and

determining a value associated with each identified stage prop based on factors associated with each identified stage prop'"'"'s appearance in the content;

wherein the value is of a type that will influence a price to be paid for advertising; and

wherein the step of generating a profile is performed by a software tool that accepts input information about a stage prop from a user, looks up a reference image associated with the stage prop intended to be replaced, and then automatically performs an analysis of the reference image and the stage prop to generate the profile.

7. A computer program product in accordance with claim 6, wherein the computer program further causes the computer to perform a step comprising:

accepting input information about each identified stage prop.

8. A computer program product in accordance with claim 6, wherein the location information comprises referential coordinates.

9. A computer program product in accordance with claim 6, wherein the visual effects information comprises after effects.

10. A method, comprising the steps of:

providing content and a reference file that includes profile, location and visual effects information associated with one or more replaceable stage props in the content, wherein each stage prop comprises an object placed in a scene and bounded by a shape in the content;

obtaining one or more replacement images that are selected based on competitive bids submitted by potential advertisers;

modifying a visual appearance of at least one replacement image using the profile and visual effects information;

inserting the one or more replacement images in the content to replace the one or more replaceable stage props; and

displaying the content on a display;

wherein the profile for each replaceable stage prop indicates where a replacement image should be shaded and where a light source should be positioned based on a camera view of each stage prop; and

wherein the profile for each replaceable stage prop is generated by a software tool that accepts input information about a stage prop from a user, looks up a reference image associated with the stage prop intended to be replaced, and then automatically performs an analysis of the reference image and the stage prop to generate the profile.

11. A method in accordance with claim 10, wherein the replacement images are transmitted over a network.

12. A method in accordance with claim 10, wherein at least one replacement image is contained in the reference file.

13. A method in accordance with claim 10, wherein the step of modifying a visual appearance of each replacement image comprises adjusting a blur effect.

14. A method in accordance with claim 10, wherein the step of inserting is performed on a national basis.

15. A method in accordance with claim 10, wherein the step of inserting is performed on a local basis.

16. A method in accordance with claim 10, wherein the step of inserting is performed on an individual basis.

29. A non-transitory storage medium storing data created using the method of claim 10.

30. A non-transitory storage medium in accordance with claim 29, wherein the data comprises a motion picture.

31. A non-transitory storage medium in accordance with claim 29, wherein the data comprises a television show.

17. A system, comprising:

a processor based apparatus that is configured to perform steps that include,

providing content and a reference file that includes profile, location and visual effects information associated with one or more replaceable stage props in the content, wherein each stage prop comprises an object placed in a scene and bounded by a shape in the content;

obtaining one or more replacement images that are selected based on competitive bids submitted by potential advertisers;

modifying a visual appearance of each replacement image using the profile and visual effects information; and

inserting the one or more replacement images in the content to replace the one or more replaceable stage props;

wherein the profile for each replaceable stage prop indicates where a replacement image should be shaded and where a light source should be positioned based on a camera view of each stage prop; and

wherein the profile for each replaceable stage prop is generated by a software tool that accepts input information about a stage prop from a user, looks up a reference image associated with the stage prop intended to be replaced, and then automatically performs an analysis of the reference image and the stage prop to generate the profile.

18. A system in accordance with claim 17, wherein at least one replacement image is contained in the reference file.

19. A system in accordance with claim 17, wherein modifying the visual appearance of each replacement image comprises adjusting a blur effect.

20. A system in accordance with claim 17, wherein the inserting is performed on a national basis.

21. A system in accordance with claim 17, wherein the inserting is performed on a local basis.

22. A system in accordance with claim 17, wherein the inserting is performed on an individual basis.

23. A computer program product comprising a non-transitory medium for embodying a computer program for input to a computer and a computer program embodied in the medium for causing the computer to perform steps comprising:

accessing content,

accessing a reference file that includes profile, location and visual effects information associated with one or more replaceable stage props in the content, wherein each stage prop comprises an object placed in a scene and bounded by a shape in the content;

obtaining one or more replacement images that are selected based on competitive bids submitted by potential advertisers;

modifying a visual appearance of at least one replacement image using the profile and visual effects information; and

inserting the one or more replacement images in the content to replace the one or more replaceable stage props;

wherein the profile for each replaceable stage prop indicates where a replacement image should be shaded and where a light source should be positioned based on a camera view of each stage prop; and

wherein the profile for each replaceable stage prop is generated by a software tool that accepts input information about a stage prop from a user, looks up an reference image associated with the stage prop intended to be replaced, and then automatically performs an analysis of the reference image and the stage prop to generate the profile.

24. A computer program product in accordance with claim 23, wherein the replacement images are transmitted over a network.

25. A computer program product in accordance with claim 23, wherein the step of modifying a visual appearance of each replacement image comprises an operation selected from the group consisting of adjusting a blur effect of an image, rendering a 3D object and texture mapping an image onto a 3D object.

26. A computer program product in accordance with claim 23, wherein the replacement images and reference file are transmitted over a network.

27. A computer program product in accordance with claim 26, wherein the content is stored on a DVD.

28. A computer program product in accordance with claim 26, wherein the content is downloaded over a network.