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| OMG 3D!!! |
Maybe you have noticed it, maybe you haven’t, but the word “3D” seems to be everywhere these days. People certainly became aware of the technology with the cinematic release of Avatar, netting nearly three billion dollars in sales, surpassing Titanic as the highest grossing film ever made. This success came from the opportunity to watch Avatar in 3D, something that carried a varying price premium over conventional ticket sales. The overall triumph that Avatar portrayed pushed filmmakers to seize on the potential opportunity they believe 3D technology offers. Now, more and more films are offered in three-dimensional formats. To accommodate the sensationalism surrounding 3D, technology companies such as Sony, Samsung, and Panasonic are all beginning to offer 3D-capable televisions, cameras, and media players. However, to what extent is the excitement surrounding 3D technology long lasting? Even if 3D is here to stay, there are a great number of challenges to overcome before it is a practical alternative to the current standard.
Three-dimensional technology isn’t a new idea; it has actually existed since 1838. The concept, called stereopsis, is a phenomenon created through viewing an image from two different perspectives. When visual information enters our brain, a complex number of calculations occur that allow for one to “see” an image. When each eye is viewing a slightly different perspective of single image, the disparity of visual information produces an effect we call “3D.” These days, filmmakers and businesses like Sony have been aggressively attempting to mimic these effects through the development of dual lens cameras and intricate three-dimensional televisions. This does not necessarily mean that this new technology is or will become economically successful.
Films that are offered in 3D justify their costs through charging high prices to moviegoers. People ignore the discomfort of special glasses, eyestrain, and possible nausea that is associated 3D viewing because they know that it only lasts for an approximate two-hour duration. When it comes to televisions, Blue-Ray players, and similar equipment that hold the expectation of long-term use, there become more pressing issues. Do people want to purchase products that require them to always wear glasses and leave them potentially feeling uncomfortable? Not only does 3D technology offer little improvement to currently offered products, it carries an expensive price tag, further creating apprehension towards committing to buy. When asked, the CEO of CBS stated "I'm not sure [3-D] is going to be economically viable for the near future," based on concerns of profit margins considering the large expenses of the new technologies. The combined costs and trepidations surrounding 3D equipment make for uncertainty over the successes of these business ventures.
While 3D products may not be a fiscal opportunity for companies other than film studios, it does provide insight into future changes with technology. While the production costs may cause for high prices currently, they will drop over time as manufacturing processes and component expenses decline. Additionally, as the amount of available programming and associated media products increases, customers will become more inclined to purchase three-dimensional products. Profit margins on such items are currently not opportune given the lack of supporting products, but as the opportunity and ability to create 3D equipment rises, they are likely to become the future staples of technology companies’ sales.
