Report: 3.5 Million 3D Blu-rays Bought in First Year

11 Jul, 2011 By: Chris Tribbey

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American consumers bought 1.75 million 3D Blu-ray Discs at retail during the first year they were available and scored another 1.7 million as part of hardware bundling deals, according to data from IHS Screen Digest.

Nearly 1.6 million of the 3D Blu-rays sold at retail starting June 22, 2010, were feature films.

“Consumers are finding that 3D is one of the most fun concepts in home entertainment since color television, providing true three-dimensional pictures right in their living room,” said Jan Saxton, senior analyst, film entertainment, for IHS. “Once they have 3D in the home, they love it and are hungry for content, snapping up BD 3D movies as soon as they become available. Sales reached this high level despite the fact that the number of BD 3D titles on the market was relatively small compared to non-3D Blu-ray.”

A total of 507,293 3D Blu-rays were sold in 2010, a figure IHS compares favorably with the 363,000 standard Blu-rays sold during the format’s first year in 2006. There are 93 3D Blu-rays either released or announced through 2011, compared with 448 standard Blu-rays during the first two years of the format.

IHS expects 3D Blu-ray sales to accelerate during the second half of 2011, due to a growing number of available titles and a larger install base of 3DTVs and 3D Blu-ray players.

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