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For B2C Marketing Professionals

3D Beyond TV

Identifying Opportunities Beyond The Big Screen

April 4, 2011


  • By Nick Thomas
  • with Mark Mulligan,
  • Annie E. Corbett

Why Read This Report

3D-enabled TVs are in stores now, with manufacturers betting heavily that 3D will be a reason for consumers to upgrade their primary set. Audiences are starting to take an interest in 3D content, but any strategy built only on the promotion of high-end 3D movies and TV will falter: The pipeline of such content is just not big enough. The future of 3D as a technology that consumers embrace therefore depends on other use cases and applications beyond traditional premium video content. Gaming, user-generated video, and the promotion of live "events" (including plays and concerts as well as sports) are among the opportunities we see to attract consumers in the near term.

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  • The Future Of 3D May Lie Beyond TV And Movies