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3D TV: Not So Fast

By December 31, 2009Newswires

3D TV: Not So Fast
Sony and other TV makers, along with Hollywood studios, want three-dimensional entertainment in your living room, but high price tags may slow adoption
by Cliff Edwards

Consumers are falling fast for 3D entertainment. For proof, consider the success of Avatar, an otherworldly adventure film full of three-dimensional imagery that in just two weeks has grossed more than $640 million at the box office.

In hopes of capitalizing on the public`s burgeoning thirst, Hollywood studios are cramming 3D content into more films and TV manufacturers are equipping gear so that it showcases the technology in people`s living rooms.

But as much as consumers demand 3D in theaters, they may not quickly usher it into their homes. Making a living room theater 3D-capable can cost upwards of $4,000, a hurdle that even the most ardent 3D backers say may slow adoption. "We don`t expect to see an explosion of 3D in the home until the 2012 time frame," says Mike Fasulo, chief marketing officer for Sony Electronics, which nevertheless is betting its future on the technology. Sony is among the electronics makers that plan to introduce 3D-friendly TVs and DVD players at the Consumer Electronics Show, due to begin Jan. 7 in Las Vegas.

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