3D TV Needs Glasses-Free, High Dynamic Range Reboot
HollywoodReporter.com reported from CES that while 3D continues to make good box office in theatrical worldwide, the 3D TV market has stalled until quality autostereoscopic screens — glasses-free 3D TV — and greater volumes of content enter the market. That was the conclusion of a Thursday panel at the International CES moderated by The Hollywood Reporter‘s Carolyn Giardina.
“[3D] needs a restart in the U.S.,” said Steve Schklair, CEO of 3Ality Technica. “The momentum for 3D is diminished. You need a gamechanger, and that will be autostereo.”
Jim Mainard, head of digital strategy and new business development at DreamWorks Animation, said he hoped Netflix would help kick-start the market. “Netflix, as I understand it, has acquired the 3D rights to content when they buy the 2D rights,” he said. “So if they have a premium channel out there ready to be exploited, and if we are in need of a reboot, then Netflix might help kick-start it, especially given its appeal among younger people and families.”
But Barry Sandrew, founder of 2D-3D conversion outfit Legend3D, warned that “autostereo in the home is not there yet. I am pessimistic that lenticular and parallax barrier autostereo technology is going to make it into the home in any significant way.”
He added: “Any new 3D technology has to be sufficiently different, and I believe that this means High Dynamic Range (HDR) Ultra HD. I saw HDR video from Dolby, and it blew me away.”