By Lisa Johnston
New products on display at the American International Toy Fair, held in N
A revival of 3-D is now upon us.
Based on current estimates, 30 percent of digital cinema theaters will be equipped to showcase 3-D movies by the end of 2010. 3-D is becoming a hot topic and industry research shows us that exhibitors generate two to three times more revenue for 3-D movies than 2-D movies.
If movie theaters are planning to go 3-D, the natural question is when will 3-D content be available in the home?
Before exploring this question, it is important to understand the history of 3-D.
3-D is an entertainment medium that started back in the home in the mid-1800s, not long after the invention of photography. It was not until 1915 that 3-D movies would make their debut. Back then 3-D systems used anaglyph glasses, and, unfortunately, the experience of 3-D with these glasses as well as a limited amount of titles available caused 3-D to fade by 1955. Next was the introduction of 3-D broadcasts that were offered to the consumer within the U.S. in the 1980s. About 24 3-D films from the 1950s were televised and required consumers to wear the anaglyph glasses.
With the combined efforts from the mid-1800s into the mid-1950s, there was simply not enough content. The experience was not compelling; therefore, consumers saw no "value" with 3-D.
Today, there are displays for the commercial and consumer market that are able to demonstrate high-quality 3-D and HD content for the home.
In 2007, Mitsubishi was the first to launch the Diamond series of home-theater TV that were 3-D-ready. Now in 2008, all of Mitsubishi’s home-theater TVs are 3-D-ready and are offered in screen sizes from 60 inches to 73 inches.
In June 2008, Mitsubishi announced a relationship with Aspen Media Products and NVIDIA which leveraged Mitsubishi’s 3-D Ready Home Theater TVs. This system, combined with sophisticated eyewear, enables playback of standard PC games to be rendered in 3-D and the playback of SD, HD and 3-D movies.
Similar to the transition to HDTV, content will help accelerate the adoption of 3-D technology in the home. Recently, many top producers and directors have publicly announced that in the future their movies will only be mastered for 3-D.
What is Next for Mitsubishi?
The Iimersive 3-D experience is very different today than in the past. Display technology is here with DLPTVs, and we expect it to expand to other display technologies. Mitsubishi recently launched the world’s first laser-powered TV (LaserVue). If you have seen 3-D on a home-theater DLPTV and think it is incredible, wait until you see it on LaserVue! Not only is 2-D and HD a true dimension experience with LaserVue, but 3-D adds the immersive factor with twice the amount of color than any other HDTV. With Mitsubishi leading the way, exciting times lie ahead for the future of 3-D!
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.