Battle for 3D Format Goes Low-tech?
In between all the discussions of 3D display formats, interfaces and media specifications, there’s a detail that appears to be growing in significance: the 3D glasses themselves. And market considerations are likely to affect not only theatrical implementations, but the home as well.
Three major 3D contenders - RealD, Dolby and XpanD - use polarization, spectral filtering, and electronic shutters, respectively; the prices of the glasses, in quantity, are typically 65 cents, $28 and $50, also in that order. Multiply this by the number of theatergoers, and figure in usable life, as well as hygienic-support (cleaning) costs, and you could have some disparate costs for the film value chain. And it gets more complicated, too. Currently, the throwaway and returnable units are available, for the most part, in one size alone, which makes for quite a nuisance for young viewers. Add the issue of vision correction (how attractive is a cumbersome fit-over solution?), and an entire new product line becomes likely. Several manufacturers are now pursuing variety and personalization as a desirable feature, so expect designer glasses carrying your favorite lifestyle brand to hit the market soon. Expect premium pricing for these units, too. We already know of several glasses deals that will be announced later this week at CES, so stay tuned.
As far as home use, cost is always a major concern to the manufacturers. According to a recent market research study done by Quixel Research, consumers are willing to pay for 3D glasses but don’t expect to pay twice as much for two pairs. (Not mentioned, however, is how cost impacts this figure.) The Quixel report also showed that 50% of those surveyed are interested in watching 3D at home, with those who have seen a 3D movie recently more interested in purchasing than the overall sample. This tantalizing figure must be tempered by display and glasses costs, however, with the latter possibly reaching $75-150 each for shutter units. And it takes just one kid to sit on the glasses to ruin your day.
At the same time, XpanD is now marketing glasses that use the "DLP link" protocol - used to sync the glasses with the display - primarily intended for use with a DLP 3DTV or projector. The DLP-link transmitter can also be provided on a small USB dongle, enabling existing PCs to provide a sync pulse for use with a 3D display. Of course, most PCs and laptops don’t use a DLP imager, but 3D capable monitors and TVs with LCD or PDP technology could potentially be used. Expect an announcement in this area this week at CES in Las Vegas.
Perhaps these issues may amplify the efforts of display manufacturers to produce a good auto-stereoscopic (glasses-free) display. But that will likely be years away, especially with the imminent availability of current 3D consumer displays. Meanwhile, the recent release of the blockbuster film Avatar will likely generate another positive blip in the growth of 3D viewing. With current box office receipts having just topped $1B worldwide, it will be interesting to know the split is between 2D and 3D revenues.
By Aldo Cugnini, DisplayDaily
