Futuresource: 3D HDTV Big by 201525 Feb, 2010 By: Chris Tribbey
The good news for the home entertainment industry: 72% of Americans surveyed in February by Futuresource Consulting want 3D in the home, now.
The bad news: only 39% are willing to pay for it.
Still, Jim Bottoms, managing director of corporate development for Futuresource, sees 3D HDTV as more than a fad, pointing to “an unparalleled level of cross-industry commitment to 3D.”
“The ingredients for success are definitely falling into place,” he said during a presentation Feb. 25. “Consumers are voting with their dollars. We don’t have a format war. We have don’t have pricing that will deter the consumer from day one.”
Pointing to the increase in theatrical 3D films (five in 2006, 46 planned so far for 2010), the revenue pulled in by Avatar on 3D screens (70% of its $700 million domestic haul to date) and the commitments to 3D broadcasts by outlets worldwide (Canal Plus just committed to a 3D channel by the end of 2010), Bottoms said 3D “is here to stay.”
3D HDTV will give studios a chance to dig more revenue out of catalog titles, something they’ve had trouble doing with Blu-ray Disc, Bottoms said, and he said his firm believes Americans who already own an HDTV will be ready to replace it with a 3D-ready version within four years.
By 2015, Futuresource believes all large-size HDTVs will be 3D-ready, and that by 2013 the $2,500-$4,500 entry level price for a 3D HDTV will have dropped by $1,000 or more. Futuresource predicts 70% of households in the United States will have a 3D-ready HDTV by 2015, up from just 10% in 2012.
“It needs strong retail support to be a success,” Bottoms said. “One of the things about Blu-ray is it’s had to be demonstrated, and professionally demonstrated.
“With every announcement, with every theatrical success, awareness rises.”