experience matters

By Alan Dodaro | Critical Mass Chicago

Photo by diebmx

3D’s popularity exploded in theatres last December with Avatar, the $600 million blockbuster filmed with new cameras and production technology developed specifically for the movie. TV manufacturers are now looking to cash in on the popularity with 3D-HDTVs that require special glasses ranging from $55-$150 per pair for the full 3D effect. Most sets are only bundled with two pairs, making for an expensive 3D Super Bowl party unless it’s BYO3D. Companies like Intel are working on glasses-free 3D but the technology is facing challenges in image quality and narrow viewing angles to see the effect.

A surprise play was recently made by Nintendo with the announcement of a new portable system that’s 3D-capable without the need for special glasses. The Nintendo 3DS will replace the DSi and DSi XL before March of next year. We don’t know how the 3DS displays image depth without glasses, but a puzzle game released for their current DSi system may give users a preview of what to expect. The game uses the built-in camera to track head movement adapting the angle based on user motion and giving the impression of peeking inside the game’s environment without the need for expensive display technology. If this is the technology behind the 3DS, it would be interesting to see this carried over to the world of 3D HDTV. Sony already has sets loaded with face- and motion-detecting technology and this could be an interesting feature as TVs become more aware of their environments.

Nintendo has pioneered “cheap tech” solutions that made the Wii a huge success, despite the lack of multimedia capabilities and HD video included with other systems. If Nintendo’s portable 3D solution is equally successful, we may see TV manufacturers borrow their process to ditch the dorky glasses necessary with today’s 3D TVs. I see current 3D sets as transitional, temporary solutions until more refined 3D technologies are perfected and the costs come down.

My antiquated 6-month-old Bravia won’t be going anywhere until 3D sets forego glasses. By then, I’m sure I’ll hold out for a hologram TVs that will be “a few months away.” As for the Nintendo 3DS, I’m considering one of these to hold me over until next March.

Alan is the business development/marketing coordinator from our Chicago office.