Could Christmas come too early for 3D?
3D is still one of the most talked-about opportunities for television, despite criticisms over the need to wear glasses, expensive 3D TV sets and so on, but new research from Screen Digest suggests that the sector is set to suffer another hitch come Christmas time as only a handful of 3D blu-ray titles are scheduled to be on sale during the all-important festive period.
3D on blu-ray discs (3D BD) was expected to be the ‘killer app’ that the HD format needed to thrive, and with 3D televisions and blu-ray players now widely available, the industry expected this Christmas to provide a real boost to 3D, especially with more and more people keen to see 3D films.
However, only six titles are likely to be available in shops in the US during the crucial sales season based on the current release schedule, according to Screen Digest, which says: “The situation will be very similar in the UK.”
The only benefit is for those looking to purchase 3D hardware, as many manufacturers have secured exclusive bundling deals – for example, if you buy Sony 3D hardware between now and December, you’ll also receive Disney’s Alice in Wonderland and Bolt as part of the package.
“Early take-up of 3D Blu-ray would provide a much needed boost to the format, sales of which have fallen short of projections made pre-recession,” said Helen Davis Jayalath, co-author of the report. “Perhaps not surprisingly, studios are hesitant to releases their ‘crown jewel’ titles on 3D BD before the installed base gains real traction, unless they have the security of a bundling deal.
“However we believe that by keeping key 3D BD titles off retailers’ shelves – whether by bundling them exclusively with specific hardware brands or simply holding them back for later release – studios risk missing the opportunity to position Blu-ray at the forefront of the latest technology that everyone’s talking about.”
DreamWorks Animation and Sony seem to be the only studios who are keen to jump on the 3D blu-ray bandwagon. Richard Baxter, another co-author of the report, said studios are looking to ensure the base of home 3D hardware is large enough to generate serious returns before they’ll commit to releasing their strongest 3D titles. He says it is a vicious cycle though, because if there aren’t enough appealing titles on 3D BD, such as Avatar and Toy Story 3, consumers will be less likely to invest in the hardware.
However, on the up side, the research also shows that consumers are so far willing to pay more for 3D, particularly when it comes to going to the cinema. In the US, 3D releases added around 19% to total box office grosses.
Another positive is the development of so-called autostereoscopic displays. Last week, informitv’s William Cooper reported on the future of 3D television without glasses. The no-glasses 3D approach, which was originally championed by Phillips, has now been taken over the Dimenco, a start-up company founded by former Philips employees.
They have licensed the technology and it is believed the no-need-for-glasses 3D display will come to market within 3-5 years, as well as being available for professional and advertising applications later this year.
Box office figures are available on MediaTel’s Cinema database.