International Markets Fuel Theatrical 3D, Home Adoption on Hold
By Rob Scott
September 21, 2012
September 21, 2012
- “International markets are fueling the growth of theatrical 3D, while consumers and programmers seem to be awaiting the arrival of glasses-free TV to fully embrace the format at home,” reports Variety.
- During a presentation at this week’s 3D Entertainment Summit, IHS Screen Digest senior analyst Richard Cooper explained that approximately 60 percent of screens worldwide have made the digital conversion, largely driven by 3D.
- “In North America, 3D exhibition is maturing,” notes the article. “About 44 percent of digital screens in North America are 3D-capable, below the world average, but that’s because much of the world is still converting and will install 2D-only screens after its 3D capacity is in place.”
- Outside the U.S. the number of 3D screens increased 51 percent year-on-year to reach 27,000. China remains a strong driver of 3D expansion and while international adoption remains high, content remains low.
- “Cooper said that while 3D feature production is down from its 2011 peak, films in an expanding number of genres are being produced in 3D, and the mix of 3D films is coming to resemble the mix of the entire market — an indication that the format is maturing,” Variety writes.
- In terms of home entertainment, 3D TV is slightly ahead of HDTV over time, but more content is needed. “3D will remain a niche market in all markets in which it touches,” Cooper said. “One of the biggest barriers to 3D adoption is it remains very event-based viewing. Consumers and programmers are waiting for that revolution: autostereo 3D.”
- Networks are reluctant to pay for 3D, but electronics makers such as Samsung and LG are paying for 3D content for their VOD promotional channels.
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