Sony Pictures CEO: 3D Blu-ray Movies Not Enough to Drive Household Adoption - High-Def Digest Forums
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Old 12-08-2011, 02:50 PM
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Default Sony Pictures CEO: 3D Blu-ray Movies Not Enough to Drive Household Adoption

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Sony Pictures CEO: 3D Blu-ray Movies Not Enough to Drive Household Adoption
7 Dec, 2011By: Erik Gruenwedel

Hollywood’s marketing of 3D Blu-ray Disc movies won’t be enough to drive wider consumer adoption of 3D in the home, the head of Sony Pictures said.

Speaking Dec. 7 in an investor call with William Blair & Co.in Chicago, Michael Lynton, CEO of Sony Pictures Entertainment, said in-home adoption of 3D has been stymied by a dearth of compelling content beyond movies.

Lynton said greater availability of sports programming and video games in 3D would help jumpstart the format among consumers.

Indeed, with many games already available in 3D and early attempts to broadcast college football — in addition to the 2010 Beijing Olympics and The Masters — well-received, the belief is that expanded sports coverage could help 3D clear remaining hurdles into the home.

“It’s going to be based on what people want to watch,” Lynton said. “I don’t think that [3D] movies are going to drive [in-home adoption] … because people have already seen them in theaters.”

The CEO said consumers want to watch 3D movies in the home, but given that the films have already been released in 3D theatrically (and thus in‐home viewership would likely be a repeat view), he believes that sports and video gaming will be more of a “pull” for consumers compared with movies.

“I think gaming will be a major driver of those channels,” Lynton said.

Sony is releasing seven theatrical movies in 3D in 2012, including reboots of the “Spider-Man” and “Men in Black” franchises. At the same time, domestic 3D viewership on new releases ranges from 40% to 60%, which is down from previous years, according to William Blair.

Meanwhile, international 3D theatrical attendance is up 60%, due in part to the novelty of the format.

“Part of the reason is that [3D movies] are newer [abroad] and you are continuing to see digital screens roll out more aggressively because there are fewer of them,” Lynton said, adding that Sony would only release titles in 3D if the format enhanced the quality of the movie.
http://www.homemediamagazine.com/3d/...adoption-25826
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Old 12-08-2011, 02:58 PM
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So...sports are gonna save 3D? Doubt it...
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Old 12-08-2011, 02:58 PM
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I find it refreshing to hear stark honesty and common sense coming from a studio exec. Sony, as a company, has been aggressive about 3D gaming, and it'll be interesting see what else they have in store for the future.
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Old 12-08-2011, 03:04 PM
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Originally Posted by A_Gorilla View Post
So...sports are gonna save 3D? Doubt it...
Singularly, no. But it's more likely to appeal to your regular Joe than the movie enthusiast, which (sadly) is a smaller percentage of the general population.

I liken this to broadcast television which everyone with a TV set utilizes, whether it's paid TV or OTA. As 3D programming becomes pervasive and readily available to everyone, the incentive to make the 3D upgrade increases. That has greater potential and impact than all of Hollywood's attempts for more 3D movies has had so far.
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Old 12-08-2011, 03:04 PM
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Glasses free 3dtv is what will be needed. Today toshiba anounced a tv for release in Japan for about $10 grand. It will take some time to come down to the level we need. 3d for the masses is aways away.
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Old 12-08-2011, 03:05 PM
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Only problem with glasses free tv is that it will probably take 3 different generations before its not a waste of money.

So in about 15 years
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Old 12-08-2011, 03:21 PM
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Originally Posted by TheAnalogKid View Post
Only problem with glasses free tv is that it will probably take 3 different generations before its not a waste of money.

So in about 15 years
Sounds about right. It's taken around the same amount of time for 2K HDTV. For it to arrive any sooner, it will require a revolutionary event a la the transitor to move up the timetable for glasses-free 3DTV. Anyone have ideas?
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Old 12-08-2011, 03:27 PM
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It'll happen SOON..ish.
http://www.youtube.com/watch?v=-2faggNVQtM
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Old 12-08-2011, 03:38 PM
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Originally Posted by Wolvie View Post
I find it refreshing to hear stark honesty and common sense coming from a studio exec. Sony, as a company, has been aggressive about 3D gaming, and it'll be interesting see what else they have in store for the future.
I was thinking the same thing. For 3D to become more mainstream, it will have to be more than just a handful of 3D worthy movies a year. It is going to require 3D programming via cable/sat providers, gaming, and the movie industry.

The studios also really need to adapt with not just doing half baked conversions and really making 3D worth watching (see Avatar, Hugo, etc). Don't just make it a moneygrab.
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Old 12-08-2011, 04:01 PM
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Originally Posted by Elee s View Post
If you believe that 20-second marketing pitch, I have some magical snake oil to sell you at a bargain basement price.

And how's that Sony 11-inch OLED TV coming along? It looks affordable.

Last edited by Wolvie; 12-08-2011 at 07:27 PM.
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