We’re on the brink of a new way of enjoying our entertainment and it’s coming fast. After Avatar, it seems like 3D is everywhere. From big Hollywood movies, to the Playstation and Nintendo 3DS, as well as the largest sport event in the world, the World Cup, most everything is in 3D. Slowly more sets are coming to the market as well with Sony, LG, Panasonic and Samsung now releasing sets. Of course, owning a 3D set is completely worthless if there is no content to view and that’s one thing Sony can take advantage of.
First, we have to remember that Sony is really in the best position for this shift. They not only are a movie studio that makes 3D movies, but also supply studios with their camera equipment that are 3D as well. Sony commands respect in the television world with their Bravia series and let’s not forget the 35+ million PS3 units that will be 3D ready with just a firmware update. This means that Sony has access to just about every level that 3D can touch.
In order for the consumer to be willing to turn to 3D, besides the obvious eventual lowering of prices, they need to see content that’s compelling for sets. Sony is already doing a good job with 3D when it comes to the Playstation 3. It’s updating some back catalogue games with free 3D firmware, as well as making sure future blockbuster games, like its Grand Turismo 5 and Killzone 3, will be released in 3D, on the same disc. This is crucial because while the set (the television and equipment) might be made up of premium devices right now, Sony has to make sure that the content is not. So if I purchase “Killzone 3,” I should be able to play it on my 3D TV at home, but take the same disc to a friend’s house and play it on their non-3D tv and should have paid the same price for the game. So far, they are doing this and I applaud them for that.
Sony, though, has to make sure the same is true for their Blu-ray catalogue. If I purchase a Blu-ray movie, both the 2D and 3D version should be on the same disc. The reason for this is if the content is more premium, that will just hold off consumers. People might already not see the worth in paying more for a Blu-ray version vs a DVD version of a movie. If a third tier is created with DVD < Blu-ray < Blu-ray 3D and even a higher entry prices than created, that will make people less likely to want to jump onboard. Also, for the same reason I stated for the PS3, I should be able to take the same disc anywhere I please and not have it limited to just 3D sets. For instance, whats more likely: multiple HDTVs with Blu-ray in the house or multiple 3D TVs in the house? Also, if a consumer knows that the Blu-ray movies they buy now have 3D, this will make the jump to 3D much easier for them in the future. I myself currently dont have a 3D TV, but my Blu-ray collection sits at 197 discs. If I continue to buy movies and by year’s end, 25 of them are 3D, I will much more likely be willing to buy a 3D set as opposed to purchasing a 3D set and now having to rebuy the same movies just to have them on 3D.
So while I believe Sony is on the right track, they need to take a very aggressive stand with 3D and make it a very easy transition for those who want to come in. For those who are not yet ready, they need to supply the content capable of compelling them to join in the near future.
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