The 3rd Dimension

Despite relatively mediocre reviews, Avatar has grossed slightly over $1.6 billion worldwide since its December 18th release. Less than a month later, virtually every major electronics company was showing off 3D televisions and Blu-Ray players at the yearly Consumer Electronics Show. Just as 2009 could be called the year of Twitter and the iPhone, 2010 is shaping up to be the year of 3D.

Avatar has grossed $1.64 billion according to BoxOfficeMojo.com

With Avatar poised to be this year’s biggest box office hit, it’s no surprise that the television industry is now preparing to move in a similar direction. 3D movies have been around for a few decades now, though its was generally reserved for second-rate movies. However, the tremendous box office success of James Cameron’s Avatar has shown the television industry that Americans might now be ready to embark on the shift form HD to 3D. Never has the way consumers watch television changed so drastically since the introduction of color televisions.

The start of the decade saw high definition Televisions introduced to the American public. And although these televisions were initially out of reach for most Americans, HDTVs have dropped dramatically in price and have become an electronics store bestseller during the holiday season. Experts expect prices for 3D televisions to fall similarly. However, beyond the price barrier, there remains the challenge of convincing Americans to recognize the 3D video experience as anything more than a novelty.

RealD's polarized 3D glasses

The change from HD to 3D is a more complicated shift than the past decade’s improvement in picture quality. 3D televisions require the viewer to wear special polarized glasses which, although inexpensive, are easily broken. The more durable replacements “Active” glasses that are expected to ship with the televisions utilize battery-powered technology, inflating their costs to around 100 dollars. This price tag is steep considering that 3D television sets will likely ship with no more than two. 3D content would be yet another addition onto your television bill. Once you tally the cost of a 3D television, a 3D Blu-Ray, a few extra pairs of glasses, and the additional monthly cable fees, the cost of 3D could easily surpass tens of thousands of dollars a year. Nevertheless, major corporations are still highly optimistic and prepared to invest in new cost-saving innovations.

Leading the charge in the retailing department are Sony and Panasonic, who expect to release their televisions in June of this year; Mitsubishi and JVC are reportedly working on similar technology as well. But in the end this makes very little difference to the consumer, who instead is focused on the content being offered on their brand new three-dimensional television set. On top of delays in television providers offering such content, consumers may be reluctant to see certain genres of television in 3D. It might be a little awkward watching the Oprah Winfrey Show with Oprah in the room in front of you.

LG shows off its 3D-ready TV at CES 2010 in Las Vegas

Other networks’ content is more suited to 3D. ESPN, Imax, Sony, and Discovery are all preparing to create channels that will be offered on 3D TVs. In fact, ESPN announced in early 2010 that they will broadcast World Cup matches in 3D. The appeal of players popping off the screen and passes flying through your living room is undeniable. Discovery shows like Blue Planet would be nothing short of breathtaking in 3D. Discovery’s DVD sales were boosted significantly by the move to HD and 3D may have a similar effect.

3D, nevertheless, is still months if not years away from reaching consumers’ homes. At best there will be a handful of 3D channels available by the end of 2010. Avatar’s box office numbers tell us something though. Despite falling numbers of moviegoers, people flocked to see Cameron’s hit in 3D. Not even the most expensive home theater could match the immersive experience the theater offered. But with 3D poised to enter the home, the movie theaters’ last advantage will soon be gone. Just as Netflix and online movie services killed video rental stores, 3D may eventually signal the end of movie theaters. Certainly not in 2010. But 2010 is the start of the revolution that will bring the entire movie theater-like experience to the living room.

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