What Is The Future For 3D?

Are 3D movies a passing fad, again? Or will 3D remain a viable new platform, especially when glasses-free technologies improve? At least one industry analyst, BTIG’s Rich Greenfield is a skeptic. The Business Inside reports on Greenfield’s latest analysis of box office numbers and other indicators. His data show that 3D market share is falling and that a number of films are seeing stronger 2D than 3D attendance. In particular, Kung Fu Panda, is showing disappointing 3D sales this summer.

Greenfield goes on to point out that 3D is not always a big plus for some movies. Not every film is an Avatar.  Still, while the box office numbers may be sagging right now, the other consideration will be the growth of 3D TV sales. Most manufacturers have committed a lot to the sale of 3D TVs as the engine that drives the growth for an industry that has saturated the market with HDTVs in the last few years.

Two things will determine 3Ds future: improved glasses-free technology and compelling programming. The jury is still out on the pace of development of the former. If Hollywood doesn’t provide the latter, perhaps live sporting events will.