As we approach the “3/4 mark” for 2011, I thought it would be informative to check up on 3D television technology generally, and where the industry sits at this time.
Just this past week, Sony and Samsung announced a joint initiative to develop common standards for active shutter glasses that would allow interchangeability between televisions made by different manufacturers. Implicit in this idea would be the potential availability of glasses manufactured by third parties, potentially driving the cost of 3D technology down over time. In a jointly prepared statement, the companies revealed:
“Panasonic Corporation, Samsung Electronics Co., Ltd., Sony Corporation and X6D Limited (XPAND 3D) today announced their intent to collaborate on the development of a new technology standard for consumer 3D active glasses, under the name, “Full HD 3D Glasses Initiative.”
“With this new agreement, the companies intend to work together on the development and licensing of radio frequency (RF) system 3D active glasses technology, including RF system protocols between consumer 3D active glasses and 3D displays such as televisions, personal computers, projectors and 3D theaters with XPAND active shutter glasses.
“The standardization will also include multiple types of infrared (IR) system protocols between 3D active glasses and 3D displays, ranging from the protocols jointly developed by Panasonic and XPAND 3D*, to the proprietary protocols of Samsung and Sony, respectively.”
In my opinion, this is good news for 3D fans. Certainly anything that standardizes 3D technologies is a positive development, primarily because this standardization potentially lowers the cost of entry.
From a non-technical perspective however, 3D remains a wild card. Sales rates for 3D televisions this past year have been 1% for the United Kingdom, 2% in Canada, and 5% in the United States. This is not very encouraging from an industry perspective. There is some question as to whether these low numbers are the result of “early adopters” holding off for price decreases similar to what happened with HDTV sets, or whether there is just a general lack of enthusiasm for the technology.
A recent study of 400 filmgoers by L Mark Carrier of California State University suggests that 3D technology does not allow viewers to experience more intense emotional reactions, more immersion, or any other potential advantages over their 2D counterparts. Neither did viewers experience an enhanced ability to recall a film’s details. Carrier’s study also suggested that watching films in 3D increased the risk of eyestrain, headache, or other vision trouble by a factor of 3.
“All other things being equal, I would say you’re increasing your chances of having some discomfort,” said Carrier at the America Psychological Association’s annual meeting on August 7th, 2011. “There aren’t going to be any benefits in terms of understanding the movie better or making the movie more meaningful, as far as we can tell,” he added.
This research potentially sheds light on why adoption rates for 3D have been so glacial. I personally believe that another reason is simply that 3D should be an artistic tool for a gifted filmmaker to use with a light touch. Implicit in that statement is the idea that not all films should use the technology–2D is the best choice for most of the quality content produced these days. Simply shooting in 3D to get a short term financial hit from a theater release is a bad idea, and will backfire big time if the practice continues. In fact, with one or two exceptions, 3D releases have not offered the box office boost producers were hoping for over the past 18 months or so. It would be a shame if a potentially legitimate artistic tool would fall prey to misuse and overuse, souring a public already saturated in empty spectacle.
Until next time….




