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Study: ‘Avatar’ Raises 3DTV Interest


By : Chris Tribbey | Posted: 13 Jan 2010

Whether it’s effective marketing or just a lot of satisfied moviegoers, the 3D box-office smash Avatar has raised awareness of and interest in 3D HDTVs, according to a survey by electronics research firm Retrevo.

Before Avatar fewer than 40% of consumers interviewed were aware of 3D-HDTV technology. That figure rose to 60% after the film hit theaters. The study also saw a post-Avatar 20% increase in the number of people who said they’re ready to buy a 3D-ready HDTV.

The survey did find a point of concern: After Avatar was released, nearly double the consumers complained about the comfort of 3D glasses. The survey also saw 90% of respondents saying they won’t spend more than $25 for an extra set of 3D glasses for their HDTV.

“Won’t consumers be surprised when they discover that an extra pair of active shutter glasses is going to cost around $30 or more?” the survey reads. “We suspect an entire industry will grow up around 3D glasses, which should address these concerns.”

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