Its long-term success remains murky, but Disney and Sony Electronics are putting their collective might behind 3D in the home to try to make the new technology stick.
As part of the pact announced Tuesday, Sony will provide the 3D players, while Disney will offer the content.
The partners are launching an advertising campaign around the tinted spectacles that pairs Sony's 3D Bravia HDTVs with Blu-ray copies of Disney’s hit "Alice in Wonderland."
Although manufacturers have made grandiloquent pronouncements that audiences are ready to embrace stereoscopic images in the home, getting them to plunk down the $2,100 to $5,000 its costs to buy the sets has been a challenge.
Though Sony trailed competitors like LG and Panasonic in entering the 3D market, it has high hopes for its potential. It has previously estimated that 10 percent of its TV sales ending in March 2011 will be from 3D sets.
“We are excited to partner with Sony on 3D offerings and to offer consumers their first chance to experience one of 2010’s top 3D films and the amazing spectacle of Wonderland in their very own homes,” Lori MacPherson, general manager of home entertainment for The Walt Disney Studios, said in a statement.
The marketing campaign will feature television, on-line, social media and print ads.
With the purchase of select Sony’s 3D Bravia HDTVs, consumers will have a choice between a copy of "Alice in Wonderland" or the animated dog movie "Bolt."
The move is similar to partnerships between Warner Bros., Sony and LG which gives away versions IMAX hits “Under the Sea 3D,” “Space Station 3D” and “Deep Sea 3D" with the purchase of LG and Sony 3D televisions.