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‘Avatar’ Pushes 3D Awareness to 60%
Blockbuster movie and news from CES has created a legitimate market for 3D home theater.
When it comes to consumers’ perception of 3D home theater, a recent study suggests that it must be viewed in two categories: Before “Avatar” and After “Avatar.”
That’s how much of an effect James Cameron’s 3D blockbuster film, which hit theaters in December 2009, has had, according to Retrevo.
Retrevo says that before “Avatar,” only 39 percent of survey respondents were aware that they will be able to watch 3D TV at home. After “Avatar,” that percentage jumps to 60 percent.
Retrevo saw a 20 percent increase in consumers saying they are ready to buy a new TV to get a 3D experience after “Avatar” was released.
The impact isn’t exactly surprising. CE Pro editor Jason Knott speculated that “If ‘Avatar’ ends up being the ‘Star Wars’ of this generation, it’s only a matter of time before it has a strong spillover effect in the custom market.”
Being the “Star Wars” of a generation is a lofty goal, but “Avatar” is off to a good start having grossed $441 million domestically after 24 days.
A massive onslaught of 3D video-related news out of CES 2010 didn’t hurt awareness either. Mainstream consumers were told that 3D is the next big thing in home theater and familiar brands like Samsung, Sony, Panasonic and Toshiba announced 3D Blu-ray players.
The survey also shows that consumers aren’t wild about wearing 3D glasses, with 90 percent saying that they won’t spend more than $25 on a pair and 65 percent saying they won’t pay more than $10.
Glasses still remain an obstacle to 3D home theater sales whether consumers know it or not. Retrevo expects that an extra pair of active shutter glasses will cost $30 or more.
That’s how much of an effect James Cameron’s 3D blockbuster film, which hit theaters in December 2009, has had, according to Retrevo.
Retrevo says that before “Avatar,” only 39 percent of survey respondents were aware that they will be able to watch 3D TV at home. After “Avatar,” that percentage jumps to 60 percent.
Retrevo saw a 20 percent increase in consumers saying they are ready to buy a new TV to get a 3D experience after “Avatar” was released.
The impact isn’t exactly surprising. CE Pro editor Jason Knott speculated that “If ‘Avatar’ ends up being the ‘Star Wars’ of this generation, it’s only a matter of time before it has a strong spillover effect in the custom market.”
Being the “Star Wars” of a generation is a lofty goal, but “Avatar” is off to a good start having grossed $441 million domestically after 24 days.
A massive onslaught of 3D video-related news out of CES 2010 didn’t hurt awareness either. Mainstream consumers were told that 3D is the next big thing in home theater and familiar brands like Samsung, Sony, Panasonic and Toshiba announced 3D Blu-ray players.
The survey also shows that consumers aren’t wild about wearing 3D glasses, with 90 percent saying that they won’t spend more than $25 on a pair and 65 percent saying they won’t pay more than $10.
Glasses still remain an obstacle to 3D home theater sales whether consumers know it or not. Retrevo expects that an extra pair of active shutter glasses will cost $30 or more.
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Article Topics
News · Research · Displays · TVs · Video · Blu-ray · 3d · Home Theater · Ces 2010 · Avatar ·About the Author
Tom LeBlanc, Senior Writer/Technology Editor, CE Pro
Tom has been covering consumer electronics for six years. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Now, as senior writer/technology editor of CE Pro magazine since 2003, he dabbles in all departments and offers expertise in marketing. Follow him on Twitter @leblanctom.
2 Comments (displayed in order by date/time)
Surveys that ask people how much they’d be willing to pay for something are notoriously inaccurate. A rather infamous survey from the ‘90s declared that people would not be willing to pay any more for a high definition TV than what current TVs cost at the time.
Still, the glasses are likely to be an issue. The active shutter glasses for 3D TV are nothing like the polarized glasses you wear for a 3D movie at a theater. They are quite heavy and bulky so it doesn’t take long for them to be uncomfortable.
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Now, if Avatar could develop it’s own “Battlestar Galactica” 3D series for TV… that would be a cash cow… and drive the 3D market even further into the home.