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How to Discuss 3D Content
It seems like a new 3D movie is hitting their local Cineplex every week, but the local cable provider still hasn't added any 3D channels to the 700 they're receiving. But you still have to find ways to present quality 3D demos to them.
The manufacturers seem to be taking a Field of Dreams "if you build it, they will come" approach to 3D home entertainment. The televisions, and even some projectors, are arriving swiftly with the requisite eyewear, as well as Blu-ray players and A/V receivers that support the format. But there are only a handful of viewing choices - not including PC games developed to be 3D-ready - available through traditional manners.
DirecTV Leading the Charge
"Everyone is talking about some form of 3D, and it's all driven by the interest of consumers," noted Panasonic CTO Eisuke Tsuyuzaki. "As I talk to networks and broadcasters, at least a dozen networks are very interested, in my personal opinion."
James Cameron: "We're going to have 3D TVs all around us ... and we're going to need thousands of hours of sports, comedy and music and all kinds of entertainment."
Tim Burton: "Getting to do [Alice in Wonderland] in 3D fits the material quite well. So I'm excited about making it a new version, but also have the elements that people expect when they think of the material."
Francis Ford Coppola: "I feel that until you can watch 3D without glasses, it's the same thing we know. I personally do not want to watch a movie with glasses. It's tiresome."
Christopher Nolan: "I'm not a huge fan of 3D. … It's all based on all the visual-effects technology, you know, that we're currently most engaged in with match moving, so forth, and rendering 2D imagery into a 3D space. On a technical level, it's fascinating, but on an experiential level, I find the dimness of the image extremely alienating."
Roger Ebert: "3D is a waste of a perfectly good dimension. Hollywood's current crazy stampede toward it is suicidal. It adds nothing essential to the movie-going experience. For some, it is an annoying distraction. For others, it creates nausea and headaches. … For moviegoers in the PG-13 and R ranges, it only rarely provides an experience worth paying a premium for."
Photos: Best 3D Demos at CEDIA | Hollywood Weighs in on 3D
Tsuyuzaki predicted the rollout of 3D programming to work its way from satellite to more cable channels and finally to the major broadcast networks, with similar naming to that of high-definition alternates, like NBC 3D or TNT 3D. The n3D channel arrived a little less than a month after ESPN became the first to bestow 3D programming upon us, as its ESPN 3D channel launched in conjunction with the opening of the 2010 World Cup. And similar to the DirecTV/Panasonic partnership, Discovery announced earlier this year that it was teaming with IMAX and Sony to start a 3D network, but not until 2011.
"The new 3D network will feature high-quality premium content from genres that are most appealing in 3D, including natural history, space, exploration, adventure, engineering, science and technology, motion pictures and children's programming from Discovery, and other third-party providers," the company said.
Mixed Reviews
That's in line with the main categories that are earning the bulk of 3D focus for the home, especially sports and children's programming. ESPN broadcasted the aforementioned World Cup, baseball's All-Star Home Run Derby and the X Games in 3D during the summer, as well as college football. During the summer, Verizon's FiOS service aired a New York Yankees-Seattle Mariners game on the YES Network in 3D; n3D aired the MLB All-Star Game; and TNT delivered NASCAR (live, not the IMAX movie). Reviews have been mixed, at best - from very good enhancement, like when the 3D telecast clearly topped 2D in showing a hard-to-see soccer goal, to poor, like noticeable artifacts appearing on the 3D version of the same soccer match.
The broadcasts also featured more 3D content that's to be expected - commercials! ESPN produced one of its popular "This Is SportsCenter" spots for the format, and 3D gave Sony another reason to rejoin Peyton Manning and Justin Timberlake for more funny business.
Blu-ray Movies on Tap
Still, the content most are clamoring for are 3D Blu-rays of those blockbuster movies they saw in theaters. The first Blu-ray release of Avatar in April did not include a 3D version; neither did Alice in Wonderland. In terms of native 3D releases (The Polar Express was released with included old-school red/blue glasses), there is Monsters vs. Aliens, Cloudy with a Chance of Meatballs, Coraline, Ice Age: Dawn of the Dinosaurs, and IMAX's Under the Sea and Grand Canyon Adventure. And some were exclusive to manufacturers as part of a 3D TV purchase bundle.
The Shrek series, A Christmas Carol and Avatar are on tap for sometime this year.
The Road to Adoption
Many are comparing this early adoption period with the beginnings of HDTV - a few channels existed, including some satellite-only offerings, with names such as ESPN, Discovery and DirecTV again leading the way. But is the adoption of 3D really going to be like HDTV? People didn't need 20/20 vision to notice the quantum leap from standard- to high-definition, on just about any program or movie.
As much as Hollywood studios, major networks and cable stations want to encourage 3D viewing, consumers and their deep pockets will be the ones who can answer whether or not 3D is as substantial an improvement. Do we need 3D to enjoy House or House Hunters? Oh, and a decade removed since high-def has been available, my cable provider, for one, is still adding HD channels that have existed on other cable and satellite services for years. Hmmm.
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20 Comments (displayed in order by date/time)
Why in the hell does Hollywood or anyone else manufacturing this crap, think THIS 3D push will be any different than the other 3 big pushes for 3D in the last 40+ years. As long as you have to were the stupid glasses (and all the problems that come along with it), it will NEVER be adpoted by the masses (or intelligent people).
They just will NOT give up on this crap. Maybe one day we will have true 3D holographic displays. Until then, please, let it go.
Lots of anger in your post, John! Some people LIKE the new 3D technology! Hard to believe, I know…but I for one am looking forward to having 3D in my home (just waiting on the Mitsubishi adaptor to get in stock!).
Just because YOU, personally, dont like wearing the glasses, doesnt mean EVERYONE is opposed to it!
Also, if you are in the industry…why on EARTH would you not get behind technology that is pushing your customers to upgrade, and pushing your customers towards bigger screen sizes? 3D may not be for you, but there is no denying the fact that it is making dealers money!
John,
I personally just purchased a Mitsu WD73737 for myself a few months ago. It is 3D capable. However, I refused to spend the extra money on the 738 version that came with all of the 3D crap built in because it’s a waste of $400.00 wholesale.
Regarding, “why on Earth would you not get behind technology that is pushing your customers to upgrade,” the answers are simple…
A. I have a conscience.
B. We just got done, “pushing,” our clients into flat panel HDTV TV’s.
C. We just got done explaining the additional HDTV extra programming costs to our clients needed to watch their new displays.
D. We almost just got done, (there are still some waiting for their regular DVD players to die), pushing new Blu Ray players on our clients.
Now you expect everyone that has adapted and paid the price of all of this new technology & additional HDTV broadcast packages, (that was more than likely sold to clients within the past 2-3 years), just throw everything in the dumpster for an unproven and unregulated technology?
If you can pull it off, good for you. I don’t need the villagers coming after me with pitch forks and torches when they realize the format is simply not ready.
Dave: The 3DC-1000 is $400 RETAIL, wholesale is much less. I dont believe concience comes into it unless you are putting your own personal preference into your sales. Explain the technology and let the CUSTOMER decide which set to purchase. As for it “not being ready”...there are over 20 titles announced so far for release this year! DirecTV has at least 3 dedicated 3D channels and there are several HUNDRED PC games that will take advantage of the technology. If all dealers felt like you do, I dont know how we would have evolved past stereo sound! (that surround sound is just a gimmick, all you really need is two channels!) I wish you luck in your business, and sincerely hope that your views on the technology dont limit your sales. Good luck!
John,
I thank you for your, “good luck,” wishes, but I don’t need them.
BTW: Most reputable dealers DO feel like me, and so do the movie directors who are now battling Hollywood contracts whereas if they don’t make their movie in 3D, they threaten not to produce or financially back their projects.
Again, if you can and want to sell it before it’s ready for the masses, best wishes.
Fine…
You’re Welcome!
You’re Welcome!
You’re Welcome!
Please put on your battery powered 3D glasses if you only the first line of this post. 
EDIT:
I was wearing my 3D glasses when I was writing my last post..
It should read, “Please put on your battery powered 3D glasses if you can only read the first line of this post.”
The words, “can”, and, “read,” were originally omitted because the right side of the screen had not yet caught up with the left.
Am I the only one who is sick and tired of Dave Stevens and all his D-Bag comments? Doesn’t he ever do anything other that look at blogs? Get a job!
@ Sick of DS, No- I like Mr. Stevens input, even when I don’t agree with him.
He adds something that is sorely lacking in these posts. Truth with out the sugar coating. From what I have read he has more “in the trenches” experience and cuts right through all of the P.C. nonsensse which clouds reality. If you think he goes too far, give your opinion and you real name please. Have a nice day.
Thanks Joel… I’m happy to see someone understands that I refuse to pull punches even though the consequences may be far from positive on my end.
After 35 years in this business, only a politician has spewed more BS to its constituents than mfg’s have to us dealers… or for that matter, a Best Buy type of sales person disguising themselves as a CE professional.
Let’s all remember that we owe direct honesty to our clients because they afford us a living in a very cool industry which entitles us not to be stuck in a cubicle tele-marketing/office job.
We also owe our clients direct honesty because there are already too many charlatans in this business that will sell anything to anyone just to make a buck. I’d rather be out of business than sink to that level no matter whom I #### off.
Thanks again Joel for the support! 
@Joel - though I am hardly the person that someone wants an endorsement from in this finicky industry as I am the alleged pariah, I completely agree with you endorsement and support of Dave Stevens.
Hat’s off to Dave for call outs, saying it like it is, using his real name and putting it out there and keeping it professional/above board, whether you agree or disagree…
He’s seems like a real trusted advisor who can land and take the punches that are so common place in this industry. Nice to know there’s a sheriff in town who folks can look up to and trust vs. the trolls and folks that just spew ill will and defamatory/libelous nonsense when you disagree with their POV.
The only thing that should weigh heavy on your conscience is if you don’t give your clients all the necessary information to make the best decision for themselves. After that it is on them whether or not they like what 3D has to offer. Your personal opinion shouldn’t be the sole factor whether or not your client decides to adopt a new technology. My 2 cents, take it for what it is worth.
Good job bringing it back on topic Brian. That Dave sure stirs things up. 
But the anonymous rant lacks any substance for the reasons already mentioned.
One of the realities instant access to information and communication has enabled is the ability to speak at various stages of thought. Sometimes the speaking happens WAY before the thinking, especially online.
As for 3D - it is our job to voice our professional opinion - but 3D is happening and is here to stay. Like it or not. The only crime would be to not bring it up - it would be like avoiding the iPad topic.
How to discuss 3D content? Tell you client to drop some acid and when they’re done tripping and suffering from past acid attacks, maybe 3D will be ready for the masses… and when that happens, chances are they wouldn’t care anyway.