This is the year Hollywood has finally embraced 3D technology.
One 3D animated film ("Up") premiered at Cannes, another ("Monsters vs. Aliens") got its own pricey Super Bowl commercial spot and two 3D films, from directors James Cameron ("Avatar") and Robert Zemeckis ("A Christmas Carol"), are slated for release during the Christmas season.
But after audiences pay a premium to watch the 3D titles in theaters, what will become of the films if the quality of experience can't be replicated in the comfort of one's own living room?
"We think there is an audience for 3D technology now, but it is still a niche market," said Dan Schinasi, Senior Manager of HDTV Product Planning for Samsung Electronics America.
It's an issue the 3D industry is contemplating, as consumer electronic companies test out new 3D home entertainment systems and studios weigh in on the most practical industry-wide standard for the new technology.
There are already some 3D models in the marketplace. Samsung and Mitsubishi sell rear projection 3D TVs and Hyundai has a 46-inch. LCD TV -- but it's only offered in Japan. Others have plans in the works: in May, LG said it is developing a 23-inch 3D screen.
Two years ago, Samsung introduced 3D capable DLP TVs onto the market, expanding its 3D capabilities to flat-panel Plasma TVs a year later.
To watch 3-D content on those TVs, one has to purchase a separate accessory kit (Samsung's own runs $129), which includes software to install on a PC, one pair of shutter glasses and an emitter to connect your TV to your computer.
The software does have the capability to convert 2D films into 3D, although the viewing experience isn't as good as it would be with software or films that are mastered in 3D. Because of this, the TVs are primarily used by gamers who want to play 3D computer games.
Meanwhile, Panasonic -- which has been hurt by its Plasma business as LCD screens continue to gain popularity -- is planning a major 3-D home entertainment push, including the rolling out of a 103-inch plasma 3D television. In February, Panasonic established its own R&D labratory to help studios develop 3D Blu-ray technology; more recently, the company in April announced it is developing a professional 3D full HD production system, which includes a camera recorder and HD plasma display for filming 3-D films and TV shows.
The moves no doubt have been caused by the success of 3D in theaters: box office tracking has shown that consumers seem willing to pay a premium of up to 50 percent more for tickets to 3D films. This month, Disney/Pixar's "Up" pulled in $68 million in its opening weekend with 3D theaters outperforming 2D by a 2.2:1 ratio, while Lionsgate's recent horror flick "My Bloody Valentine" brought in $27 million in its first weekend, with 3D showings accounting for more than 6 times the revenue from 2D screens.
But movie theaters haven't been as quick to pick up the technology as some studios projected.
