The 3D Craze…is it here for good?

When one of my favorite pastimes is morphing, I take note. I’m specifically talking about the 3D craze. 3D movies have been around since the 1950s, but newer technology and advanced special effects are helping 3D movies become more mainstream. With movies making billions like Avatar (making $2.5B worldwide) and Alice in Wonderland (making $116M in it’s opening weekend) as well as 3D TV emerging, this enhancement is one we can’t ignore. I really think that Hollywood will initially drive adoption of 3D in the home. But will 3D work in the home? There’s been lots of chatter about the 3D TV technology since CES in January with manufacturers such as LG, Sony, Samsung, Toshiba and Panasonic jumping on board. ESPN plans to roll out the first official 3D network on June 11. Sporting events are the perfect fit for a 3D experience and ESPN’s technology capabilities are very strong. Makes sense. But what about other networks? Will people actually want to watch The Real Housewives of NYC in 3D?  How about Anderson Cooper? Probably not. I think we, as distributors for our brands, need to take this enhancement on a case by case basis, and then deliver. Not everything will resonate in 3D, but those networks/messages that fit the bill, will win with relevant content delivery. Here’s why we can’t miss out on this opportunity to connect and make a splash:

• They WILL buy them. The 3D TV market is expected to expand to a $17-billion market, with sales increasing from 200,000 units in 2009 to 64 million units in 2018.
• It won’t cost more to have it. Pricing for today’s 3D ready TVs is comparable to other flat-screen HDTVs and the cost of the 3D glasses is minimal.
• Demand is increasing. Movies like Avatar and Alice in Wonderland have put the concept of 3D viewing on most consumers’ minds. They are expecting more.
• The rest of the media world is helping. Other technological changes will help make this an easier transition than originally predicted. Mobile apps and interfaces that make it simple and pleasant to watch programming will help consumers get used to transition.

Overall, it is on us, as deliverers of content, to make this experience all that it can be. ESPN has jumped on board, we must as well. This is a turning point for media consumption. As consumers we are in for a treat. As advertisers, we need to pick up our game to match this need for a more in-touch reality. What that game is exactly… more to come in my next blog entry.