The Potential of 3D
That famously off-the-mark wisecrack, made when the Warner Bros. co-founder was confronted by the advent of talking pictures, was given an airing Friday at the 3D Experience Executive Forum here. Likened to current naysaying about 3D movies and TV, the quote was referenced by David Naranjo, director of product development for Mitsubishi Digital Electronics, along with several other ill-fated predictions in entertainment–as if to say: They’ll eat those words!
Resisting 3D may be futile, but we still don’t know to what extent 3D will invade our lives. That was what executives gathered to discuss. Will 3D be a part of every screen, from TVs to ATMs, as predicted by Jim Chabin, CEO of the International 3D Society? Will it be a staple of learning tools in the classroom, as predicted by Michael P. Guillory of Texas Instruments? Or will it simply be the thing kids get excited about at the movies because it makes dinosaur tails come flying toward their noses?
Chabin said 3D will be omnipresent on all displays because “the cost of making a screen 3D is the same as making it color. It’s nothing. It’s just another chip and a little more gas.” What holds up adoption is consumer confusion. The lack of a standard for 3D glasses is confusing enough, but couple that with the fact that most consumers don’t understand that a 3D TV is also a 2D TV and what is left is an adoption cul-de-sac. Studios and hardware manufacturers love the potential. Consumers don’t know what to think.
Much like high-definition TV, consumers may not initially understand the need to pay more for 3D content through their cable boxes. Delivering 3D content will heavily tax the Internet service provider, even if the format is properly compressed, meaning that already-pricey cable TV will be even pricier with 3D channels.
Of course, content is king, but the format is too nascent and, at times, too kitschy.
“You can’t take a bad movie, turn it into 3D, and make it a good movie,” said Richard Gelfond, CEO of IMAX Corporation.
What you can do is convert 2D content into 3D content, but not everyone thinks that approach produces the best results. 3D purists think movies should be conceptualized and shot in 3D from the get-go. Others think conversion is an essential way to jump-start the 3D brand.
