“For 3D to be truly mass-market consumers will want not only movies and games but also live events, sports, and other programming,” such as nature films, says David Wertheimer, who heads the University of Southern California’s Entertainment Technology Center. (The ETC receives funding from the tech companies.)
So what do consumers want? Wertheimer’s ETC and the Consumer Electronics Assn. published a survey in February that helps to answer that question. It found, for instance, that consumers would be willing to pay a premium–but not a big one–for a 3D-capable TV: $150 to $200 more than one that only handles 2D images. More importantly, the survey results showed that only 16% of adults were interested in watching 3D movies or TV shows at home. Among video gamers, there were even fewer supporters–12%. But consumers who have been to a 3D movie are more likely to try to see other movies in 3D—and to want a 3D-ready DVD player and TV for home. Ditto for glasses: Those who had worn the glasses in theaters were less opposed to the idea of doing so at home.
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