3ality Technica also provided production services to demonstrate the functionality of its systems. The company produced the first movie shot completely in live-action digital 3D,
U2 3D. They shot the live-action footage for the first 3D commercial aired during the Super Bowl,
Sobe's "Lizard Lake." They shot a 3D episode of
Chuck. They produced the first live 3D broadcast of an
NFL football game, and produced (with
Fox Sports) the first live 3D broadcast of the
BCS Championship Game. In August, 2009, 3ality Digital announced that it had formed an alliance with Imagica, Corp. to bring stereoscopic live-action 3D production to Asia using 3ality Digital's technology. In February 2011, 3ality Technica & Digital Revolution Studios produced the 2011 3D Creative Arts Awards "Your World in 3D", which was the first award show filmed in native 3D and televised on 3net 3D channel broadcast on DirectTV. The production was filmed at the
Grauman's Chinese Theatre in
Hollywood. In August 2011, they shot
Britney Spears's
Femme Fatale Tour in Toronto, which was released in DVD/Blu-ray 2D in November. The 3D version of this concert will be available for customers of Samsung's new 3D TVs. == Film productions ==