IHS: BD3D Titles Posted 1.75M Sales


El Segundo, Calif. - U.S. consumers purchased an estimated 1.75 million Blu-ray Disc 3D (BD3D) discs at retail during the format's first 12 months on the market.

The format brought home another 1.7 million units as part of hardware/software bundling deals, according to an IHS Screen Digest report.

According to the study entitled, "Life in 3D: BD3D's First Year of Sales," 1.59 million BD3D feature films were sold in the United States between June 22, 2010, and June 21, 2011.

 Combined with the format's 161,700 non-feature titles, the total rises to 1.75 million BD3D units, according to IHS analysis of Nielsen VideoScan point-of-sale data.

Another 1.7 million BD3D discs were delivered to U.S. consumers through hardware bundling deals during the same period, for a total of 3.5 million discs, IHS estimated.

"Consumers are finding that 3D is one of the most fun concepts in home entertainment since color television, providing true three-dimensional pictures right in their living room," said Jan Saxton, film entertainment senior analyst, for IHS. "Once they have 3D in the home, they love it and are hungry for content, snapping up BD3D movies as soon as they become available. Sales reached this high level despite the fact that the number of BD3D titles on the market was relatively small compared to non-3D Blu-ray."

A total of 93 BD3D titles were expected for release in the United States during 2010 and 2011, the first two calendar years of the format's availability. In comparison, 448 Blu-ray titles were released during that format's first two years in the market.


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