Is 3D TV a Pointless Gimmick for Consumers?

According to the industry, 3D is the next big thing. TV manufacturers are chomping at the bit to sell us new monitors.

Sky is planning a huge 3D blitz this year, including the launch of a dedicated 3D TV channel. Games are an obvious contender for the 3D treatment, thanks to the fact that they have all the data they need to produce an effective world already built in.

Verily, the planet is on the cusp of an incredible 3D revolution and we should all be excited! But I’m not. To hell with 3D. If I could change one thing about the cinema-going experience – other than shooting bloody Pearl & Dean into the sun – it would be to watch every blockbuster in IMAX. That would be a genuine improvement.

3D is just another gimmick, right down there with Smell-O-Vision, electric shocks coming through the seat, vibrating cinema chairs and, of course, the last 17 times that the industry has tried to make 3D into the Next Big Thing. And we still don’t need it. I’ve never, ever seen a 3D movie that so much as breathed softly on my socks, never mind blew them off.

Realistically, the technology offers exactly two tricks of note. There’s the annoying one, as demonstrated in Monsters vs Aliens, which opens with a guy batting a ball at the screen just to go, ‘Ooooh! 3D in your face!’ If I never see that trick again, it’ll be too soon.

The other one, which is largely pushing the 3D revolution, is all about adding depth to scenes. This trick can work, I’ll admit, and it can also be effective. You definitely notice it – especially in a film such as Avatar – but, more importantly, you can actively not notice it and still get some benefit, which is what really matters. At least, in theory.

Expensive headaches

The problem is that, for all the potential benefits, 3D just seems to be Hollywood’s most expensive way to give me a headache, even including the Bourne movies and the continued acting career of Shia LaBeouf.

Yes, this is probably just a question of my rubbish eyes, all maggoty with astigmatism and myopia as they are, but I don’t care.

By the end of Avatar’s seven-hour running time, my whole face felt as though someone had just opened the Ark of the Covenant over on the next row. My eyes oozed blood and gooey eyeball juice into my popcorn. Still, at least it stopped anyone else from stealing any.

Even before that point, though, Avatar only gave me about five minutes of genuine 3D ‘Oooh!’ before the effect faded, as any effect inevitably does.

From that point on, the glasses, the popping tricks and the background shimmer – in fact, all the pieces of technology that were meant to be immersing me in the action – served only as a constant lingering reminder that I wasn’t in fact on a distant jungle planet with lots of sexy blue people, but in a cinema and in need of some aspirin.

The trade-off simply wasn’t worth it, especially when coupled with the dark tint that the obnoxious 3D glasses put over all the film’s beautiful bright colours. Also, the film was a bit rubbish.

Even watching great 3D movies, such as Pixar’s Up, I’ve never been able to settle in and just enjoy the film or get completely lost in the action, not with every background shimmering away like a desert mirage and each character popping into the screen.

I quite often lift up the glasses just to compare the two images and every time it’s the same: any power that the 3D version of the film has ultimately comes from the 2D version being exquisitely made. I’ve never wanted for that extra half a dimension as much as I craved the brighter colours and a lack of intense eye-trauma after leaving the cinema.

The industry wants 3D

Of course, it’s no wonder that the industry desperately wants 3D technology to be a big deal. Right now, it’s the only real benefit cinemas can offer over home theatre systems, aside from ever-more obnoxious advertising and snot-smeared pick ‘n’ mix.

Looking ahead, hardware companies see it as the next big reason to make us all upgrade our kit. And good for them. It’s still not an upgrade I can see myself rushing out to make, or can imagine recommending anyone else to go and do likewise.

When we finally get TVs that can add that illusion of depth without needing glasses, we’ll have a genuine step forward. Until then, it’s just a gimmick – an effect we’ll all get accustomed to and subsequently bored of in a couple of weeks.

If anything, the best thing for 3D would be for it to stay as popular as it is now – an occasional treat for people who like it, something that’s to be savoured and allowed to maintain what power it has.

Taking it mainstream can only ruin the effect in ways that my astigmatism and quick-drying contact lenses can only dream of – and you can bet that losing the magic won’t come cheap.

New 3D TVs by Samsung Launched – Available In Canada This Month

Early adopters can buy a new 3D TV by the end of the month, Samsung said Wednesday, although it remains to be seen how many consumers will be willing to pay a premium for a technology in its infancy.

Samsung is the first major manufacturer to announce plans to launch the new technology in Canada and will sell five LED models of 3D TVs starting on March 26. LED TVs are thinner and more energy efficient than the LCD and plasma models most consumers are familiar with, Samsung says.

The first wave of TVs range in size from 40 to 55 inches and in price from $2,500 to $4,000.

About a week after the LED launch, Samsung will start selling 3D plasmas, including a 50″ for $2,400 and a 63″ for $4,100. By May, Samsung expects to have two 3D LCD models on the market, a 46″ for $1,900 and a 55″ for $2,800.

But the costs go up from there. Samsung’s 3D glasses retail for as much as $250 a piece, plus consumers need a 3D-compatible Blu-ray player (Samsung’s is $400) and a new cable.

Despite the costly initial outlay, Samsung’s director of marketing for consumer electronics says he’s confident about the products’ launch.

“Our original expectation was that this would be a fairly modest launch, just because the retail price points we were talking about … generally makes it a smaller market,” said Robert Gumiela.

“But the response we’ve received from our retailers, the orders we’ve received, have greatly exceeded our expectations and I think a lot of that has been based upon (retailers’) communication with their own customers and clientele saying, ‘This is what I want.”‘

While the lack of 3D content currently available is another challenge for TV manufacturers – Future Shop and Best Buy currently only offer two 3D Blu-ray titles, “My Bloody Valentine 3D” for $35 and “Under the Sea 3D” for $38 – Gumiela said the Samsung TV’s can convert any image into a 3D version.

“It won’t be the same quality as a native 3D-authored Blu-ray image but we’ve demonstrated it and it is a very exciting visual impact,” he said.

Future Shop said it’s also optimistic that consumers are eager to buy 3D products.

“I think it’s going to be a pretty broad spectrum of customers who will ultimately buy these things, they are ultimately at a higher price point but we’ve got to remember these TVs are in their own right premium televisions, they’re top of the line TVs,” said Eric Stockner, director of home theatre merchandising.

He expects prices will come down as more competition hits the market. He said a few more models, made by different manufacturers, should be in stores by June.

Sony was the first major manufacturer to announce its global plans for 3D TV but has only set June as a target date for the sale of units in Japan. A Sony spokeswoman could only say that the 3D TVs will be available in Canada sometime this summer.

Panasonic announced a partnership with Best Buy to start selling its 3D TVs in the United States starting Wednesday. No Canadian plans have been revealed.

As far as TV broadcasters jumping on the 3D bandwagon, Gumiela isn’t too optimistic due to technical limitations.

The amount of bandwidth needed to transmit a high-definition 3D signal into the home is “virtually impossible to do at this time until a new compression architecture is developed,” he said.

David Purdy, vice-president of Rogers Communications (TSX:RCI.B), is more confident that 3D programming can be beamed into home but concedes it’ll only be in “half-resolution” and not full HD to start.

Purdy said he’s been following 3D technology for about three years and is a believer.

“We don’t have specific timing yet although we absolutely want to make sure our customers get the latest and greatest television entertainment products as soon as they come on the market,” he said.

“I believe 3D is going to revolutionize the way people watch movies and sports at home, it’s going to be a really compelling experience … and I think customers are going to be blown away.”

Samsung 9000 Series 3D LED TV Live Demonstration

Samsung 9000 Series 3D LED TV from CES 2010 is perhaps the most amazing 3D TV on the market. A first hand look at it demonstrates it’s capabilities. It really does seem to be the most advanced 3D television available, but without having anything to compare it to yet, it’s hard to say. Samsung appears to be the front runner when it comes to getting their 3D televisions to market, which may make them a prefered choice for consumers. Only time will tell.

Hubble Vividly captured in IMAX 3D Video

Vividly captured in IMAX 3D, Hubble 3D recounts the amazing journey of the most important scientific instrument since Galileos original telescope and the greatest success in space since the Moon Landing—the Hubble Space Telescope. Audiences will accompany the space walking astronauts as they attempt some of the most difficult tasks ever undertaken in NASAs history, and will experience up close the awesome power of the launches, the heartbreaking setbacks, and the dramatic rescues of this most powerful story.

Hubble 3D will also reveal the cosmos as never before, allowing viewers of all ages to explore the grandeur of the nebulae and galaxies, the birth and death of stars, and some of the greatest mysteries of our celestial surroundings, all in amazing IMAX 3D.

First Look Preview with Panasonic 3D TV and NVIDIA 3DTV Play

NVIDIA announced 3DTV Play with its partner Panasonic today. 3DTV Play will enable 3D LCD, LED and Plasma TVs, such as those by Panasonic, to play 3D games and Blu-Ray 3D movies from PC to TV using NVIDIA’s new 3DTV software and a NVIDIA GeForce graphic-enabled PC. The software will retail for $39.99. Concurrent with the announcement, NVIDIA showed off 3DTV for the first time on Panasonic’s Touch the Future Tour. GamerLive.TV got an exclusive first look preview of the new technology as it caught up with the tour in Hollywood, California.

3D TV Testing Results Are In

This is a look at cutting edge 3D TV technology about some of the first 3D televisions available. A closer look at a 50-inch plasma, the Panasonic VT-20, and two 46-inch LCD sets from Samsung.

ShoWest Is a Hot Spot for 3D Technology

ShoWest is the most prestigious and longest running convention and trade show for the cinema exhibition and distribution community. Cinema Exhibition professionals come to ShoWest for exciting film screenings of major studio and independent feature films slated for Summer release as well as product reel presentations, exciting special events with Hollywood’s hottest stars, educational seminars and to find the latest products, services and technologies at the largest trade show of its kind.

ShoWest/NATO Marketing Achievement Awards

In the cinema exhibition industry, on the theatre level, the hardest working individuals are the managers and their staff who work tirelessly to market everything from big blockbuster films to smaller, independent films in order to attract audiences to their theatres. These innovative managers employ tactics ranging from newspaper advertising to web promotions to community events to in-theatre displays and everything in between. That’s why, ShoWest and NATO are proud to announce that they are once again partnering to bring you the ShoWest/NATO Marketing Achievement Awards – a big, celebratory event that singles out the creative marketing geniuses and their superstar teams across the nation that represent the “best of the best” in a variety of categories. This brochure contains information on the awards categories, eligibility requirements, as well as the entry form. This is your chance to be recognized and rewarded for your Herculean efforts. Be sure to enter by the deadline of Friday, January 15, 2010.

We’ve provided a shortlist of exhibitors that pertain to new technology that will be showcasing their products at this year’s event.

GDC Technology

GDC Technology’s SX-2000 Digital Cinema Server with Integrated Media Block (IMB) can be seamlessly integrated into DLP Cinema® Series 2 projectors. It retains all the advanced features and user interface of GDC’s existing SA-2100 servers, Seamless upgrade (or migration) path is provided, with no need to retrain customers on the usage of the servers and the same workflow in managing 2K and 4K content. Customers can afford a new digital projection solution that is future-proof based on Texas Instruments’ Enhanced DLP Cinema technology.

Harkness Screens

Harkness Screens announces the Digital Screen Selector, a Web-based application available at no charge to help maximize the return on exhibitors’ digital-cinema investments. It works by using actual operating data to specify the optimal screen surface to reduce 2D operating costs, as well as to optimize both 2D and 3D light levels.

Hurley Screens

Hurley Screen Corp. is now producing a higher-gain option for Superglo HG screen material. In addition to their standard Superglo 1.5 and Superglo HG 1.8, Superglo HG 2.1 is available for immediate delivery. Superglo HG 2.1 is ideal for large screens in 3D systems where pearlescent screens can be employed. Like all of Hurley Screen’s gain screen surfaces, Superglo HG 2.1 is manufactured using an advanced printed finish for a significantly more even projection surface than commonly used spray-on screen surfaces.

JBL

JBL introduces two new Ultra High Power 4-Way ScreenArray® Systems, the model 5742 and the 5732. The new large-format 5742 ScreenArray features a 4” titanium-diaphragm high-frequency compression driver providing 125 watts of power coupled with a quad midrange with four 8” CMCD™ cone midrange compression drivers, providing 1,400 watts of smooth midrange coverage. The low-frequency section features double 18” Super Vented Gap™ low-frequency drivers, with over 1600 watts for high output power with minimum distortion. The 5742 is the ideal sound system to complement the large-format 3D visual experience.

The new 5732 Four-Way ScreenArray also employs the 4” 125-watt high-frequency driver, with a 700-watt dual 8” CCMD midrange section, coupled with a double 15” low-frequency section featuring 1,200 watts of low-frequency power. The 5732 provides significant power in a compact system for the headroom required in post-production venues and cinemas worldwide.

Kinoton

At booth 1617, Kinoton will present the new generation of DCP digital-cinema projectors, utilizing components supplied by Barco, a licensee of Texas Instruments’ DLP Cinema® technology. These “Series 2” DCP projectors comply with the latest security standards and offer excellent brightness at a lower cost and with a smaller footprint. They feature full-resolution 2K triple-flash technology for brilliant 3D cinema. Moreover, the new DCP projectors can be upgraded to 4K projection and are prepared for incorporating an Integrated Media Block (IMB).

Look 3D Eyewear

Look3D announces that RealD has officially certified its complete 2010 Digital Designer Eyewear Collection. This catalogue is a showcase of the collections that prove digital 3D glasses can be both fashionable and functional. With fashion wraps, perfect-fitting kids’ styles and superior lens optics. Look3D has it all. Look3D strongly believes that everyone deserves to see and be seen in the best 3D glasses on the market, and that movie lovers will increasingly demand both fashion and function when attending digital 3D cinemas.

Look3D offers a number of collections at various price points, manufactured to RealD’s specific engineering specifications and carrying the RealD certification badge to ensure that quality is maintained.

Technicolor 3D

3D continues to outperform 2D by more than two to one, and studios have already announced 19 major 3D releases for 2010. With only approximately 3,800 digital 3D screens in North America, exhibitors face a challenge in meeting audience demand. Market conditions continue to delay digital rollouts, and in smaller towns the current price of digital equipment may not be cost-effective.

Technicolor has developed a next-generation, high-quality, affordable 3D solution for 35mm projectors that enables exhibitors to bring 3D to audiences everywhere now.

3-D Glasses Global

3-D Glasses Global, LLC, is introducing a new line of 3D eyeware. “EYE-D” (copyright pending) 3D eyeware features molded plastic frames and is available with either circular or linear technology lenses that are manufactured by US Polarizer LLC. 3-D Glasses Global says the lenses provide the highest “extinction rate” in the industry.

“EYE-D”s are available in red, blue, green and yellow as well as traditional black, and are compatible with all 3D projection systems, including RealD, MasterImage and Technicolor.

For complete exhibitor listings, please visit the ShoWest website.

3D Broadcasting Available From Technicolor

Technicolor has launched the first independent broadcast services platform ready to broadcast 3D channels out of its Chiswick facility in London. The company is now ready to offer a suite of services to its cable, television, and satellite network service provider clients.

Technicolor said it is able to manage live or pre-recorded content, from post production through encoding for satellite, cable, IPTV or terrestrial distribution. The company is also able to generate logos and other visual effects for 3D broadcasts. The Broadcast 3D transmission suite at Technicolor’s Chiswick Park offices features equipment from Sensio, Orad and Miranda.

“With the availability of 3D televisions, we are very excited to be the first to offer this new Broadcast 3D service to our customers,” said Chuck Parker, president of Technicolor’s Digital Content Delivery business. “Broadcast 3D is a natural extension of the many services we’re already providing, including upstream in production and post production, as well as delivering the highest quality 3D images to theatres and to the home via Blu-ray Disc, broadcast, and digital delivery.”

In addition to Broadcast 3D, the company provides a low cost and high quality film-based theatrical 3D solution, services for Blu-ray 3D, automated 3D subtitling, and auto-stereoscopic content delivery on mobile phones.

Source: CSI

A Look At The Challenges of 3D Broadcasting

Broadcasters will struggle to deliver the same 1080p ‘Full HD’ as BD for some time to come due to a combination of limited available bandwidth and technical considerations such as the lack of a real-time 3D video encoding system.

Fortunately, technology solutions exist which enable 3D to be delivered over an existing 2D HD broadcast infrastructure. The most common of these is known as ‘side-by-side’, where the left and right images are squeezed to half width and placed side-by-side in a standard video frame. The images are then separated in the consumer’s receiving equipment, usually in the TV.

The benefit of such a ‘2D wrapper’ system is that it requires very little upgrading of the broadcast infrastructure and, even more important, programming can be delivered via the existing installed base of set top boxes.

A number of cable, satellite and IPTV operators around the world have been conducting trials using the side-by-side technique, the most notable being in Japan over the BS11 satellite, BSkyB in Europe and Orange in France.

BS11 has been running a 2-hour loop of acquired programming that can be received by any Japanese consumer willing to pay upwards of $2,500 for a 46” LCD TV fitted with a polarizing lens. BSkyB in the UK and Orange France, meanwhile, have been producing a range of original 3D programming in different genres – soccer, boxing, tennis, opera, ballet, music videos, even a quiz
show – but these are closed trials and not currently available for public consumption. 3D broadcast services are expected to start later this year. Initially these will be from pay TV operators such as BSkyB, which has committed to a launch during 2010.

Technicolor’s UK-based broadcast playout center, has already demonstrated its ability to handle a 3D encoding and transmission chain in a number of formats to meet its clients’ needs by establishing an end-to-end 3D broadcast channel infrastructure The major US networks and European public service broadcasters are unlikely to begin any form of regular 3D services this year, possibly not until 2012. The BBC is expected to provide 3D feeds from at least some of the London Olympics sites and by then there should be a sufficient installed base of 3D TVs in many territories to justify coverage by the networks.

In markets like the US, advertising support will be critical to 3D’s success; the key question is whether advertisers will be prepared to pay a premium, something they have been reluctant to do in the case of HD.

Source: Technicolor

Dell Rolls Out 3D Capable Projector – S300W Model

Dell’s new S300w model 3D capable projector promises crisp and shadow free presentations. Designed mostly with presentations in mind, the projector can produce a 90-inch, 720p image from a distance of three feet (or 60-inches from two feet), and it packs both built-in wireless capabilities and a so-called “Plug-and-Show via USB” feature for some added flexibility. You’ll also get Crestron RoomView Express software bundled with the projector for remote operation and monitoring, and some decent enough all around specs, including 2200 ANSI lumens of brightness, a 2,400:1 contrast ratio and, of course, 3D capability (though not out of the box) — all for $999.

Featuring:

• 1280×800 WXGA resolution
• 2200 ANSI lumens of brightness
• 2,400:1 contrast ratio
• IEEE802.11b/g Wi-Fi
• Connectivity: HDMI, VGA, USB, RJ45, RS232, S-Video, Composite Video, Microphone jack
• Dimensions: 12 x 3.9 x 9.7 inches
• Box includes power cable, 1.8m VGA cable (VGA to VGA), antenna, USB cable, remote control (w/two AAA batteries), setup and user guides

Put this one on your wish list if you want to be one of the first to have a 3D projector.  If you don’t mind the $999 price tag, then the new S300w 3D capable projector by Dell might be for you.

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