'Valentine' Gets 3D Treatment on VOD

Comcast is pushing ahead with 3D video-on-demand, showing Lionsgate’s My Bloody Valentine as its second such offering. Starting today, people who order the HD version of the title will be able to see the film in 3D. People also will need to pick up one of the million pairs of 3D glasses Comcast is making available at its payment centers and at various shopping mall kiosks.

Pricing for the HD version will vary between $5 to $6. My Bloody Valentine also will be offered in standard-definition VOD, without the 3D option, for about $1 less. Consumers have 48 hours to view the title, under a new extended viewing policy just implemented by Comcast and some studios.

Comcast is presenting the film in 3D anaglyph technology, which is of lesser quality than what can be seen with state-of-the-art 3D theatrical films. However, many studios, cable/satellite operators and consumer electronics manufacturers are trying to create guidelines in order to develop a high-quality 3D at home business.

Last August, Comcast was the first company to roll out 3D content in VOD with Walt Disney Studios Home Entertainment’s Hannah Montana: The Best of Both Worlds. In that case, Comcast included instructions on how to make 3D glasses at home.

Next in the pipeline from Comcast is a 3D VOD bow of Disney’s Jonas Brothers: The 3D Concert Experience. Comcast declined to give specifics, including exact dates and information about glasses distribution.

“We’re always looking at innovative technologies we can explore and what will make a good consumer offering,” said Comcast spokeswoman Alana Davis.

By Susanne Ault, Video Business