3D Summit Speakers Talk Glasses, Blu-ray

16 Sep, 2010 By: Chris Tribbey

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UNIVERSAL CITY, Calif. — When only 21% of consumers surveyed say they probably or definitely would buy a 3DTV, according to research firm Interpret, it might seem studios and consumer electronics companies would be disappointed.

But those numbers are up from only 13% in the first quarter of the year, which is why most speakers at the third annual 3D Entertainment Summit are upbeat.

“They’re still a bit hesitant, but if they have disposable income and are in the market for a new TV, they’re considering all the factors,” said Yuanzhe Cai, VP of research for Interpret.

Not surprisingly, his firm’s research mirrors that from others regarding 3D: Both price and the need to wear glasses rank as the top two obstacles between consumers and a 3DTV set.

“I’ve been wearing the glasses in the home since I was 11,” joked Bob Mayson, president of consumer electronics for 3D glasses company RealD. “When content is compelling and exciting, they’ve going to wear glasses.”

He added that the “holy grail” of at-home 3D will be autostereoscopic, or no glasses, but that could be a decade away.

The problem is less about comfort and durability for glasses, he said, and more about price. If the price of current active shutter glasses can get down to $30 or less in the next couple of years, the complaints about eyewear should dwindle, he said.

“It’s what’s on the screen that counts,” said Eisuke Tsuyuzaki, chief technology officer for Panasonic. “I think people make too much of the glasses issue.”

Besides the need for comfortable and cheaper glasses, Jim Mainard, head of production technology for DreamWorks Animation, stressed the need for a positive out of the box experience for consumers and 3D in the home.

“The strategy has to switch from a bundled strategy,” he said. “When consumers see what it can be, they’ll make the right choices.”

Rich Marty, VP of new business marketing for Sony Pictures Home Entertainment, said studios and consumer electronics companies need to look at it from the consumers’ perspective.

“You have to appreciate that it’s a lot of time and investment,” he said. “It’s important for people who invest all this money in a 3DTV that there’s content available.”

Mainard said it will be up to big content companies such as HBO to help drive 3D in the home, beyond 3D Blu-ray.

“We’re talking about streaming,” he said. “The premium channels need to step up. At that point, consumers will see the complex ecosystem.”

“The more 3D content out there, the better for everyone,” agreed Gabrielle Chamberlin, SVP of product management for Walt Disney Studios Home Entertainment.

ESPN is trying to do its part, launching a 3D channel and broadcasting several sports events live. While the cost is high — it takes two full production teams to do a 3D broadcast — the response has been overwhelmingly positive, according to Bryan Burns, VP of strategic business planning and development for ESPN.

“If you don’t think we’re having an impact on the marketplace, you’re wrong,” he said. “And we’ve turned a corner on the production side.”

“It’s not the same as a movie,” Burns said, adding there are upwards of 60 million households that can access ESPN’s 3D channel. “We don’t have a couple years or several million dollars to do [a 3D production].”

Andy Parsons, SVP of corporate communications and new product planning for Pioneer and chair of the Blu-ray Disc Association promotion committee in the United States, said what 3D Blu-ray is may be surprisingly obvious to consumers, but the industry needs to work more closely with retailers to get the message across.

But no matter the message, it all comes back to content, panelists agreed.

“If prices drop as projected, you’re going to see 3D at Wal-Mart big time,” Burns said. “We’ve seen this movie before: content is key for 3D, just like it was for high-def.”

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