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3D TV: IT’S THE REAL DEAL

If William Shakespeare were alive today, the question he might be asking would be “To 3D or not to 3D, that is the question.” (Apologies to all Shakespearians)   2011 will be the year that Home Entertainment (movie watching, sports viewing and gaming) changes forever. Industry insiders, Movie Producers, Gaming and Movie Studios have all gotten on board with 3D in the home and many are calling the evolution as dramatic as color was to black and white and HD was to standard definition!

DreamWorks Animation CEO Jeffrey Katzenberg said recently that within 20 years, everything digital will be in 3D.

AVATAR Producer Jon Landau was quoted in November 2010 at the Future of Film conference:
“There is an interesting analogy to be between black-and-white and color and 2D to 3D.  There were color movies in the 30’s.  But it did not become ubiquitous until the late 60’s, early 70’s.  Why?  Because all televisions went to color.”

Oprah Winfrey stated on a November broadcast of her syndicated talk show that she put 3D TV on her list of “ultimate favorite things” in 2010.

3D is real, it is here to stay and it is the future of entertainment in the home.

Let’s look at some truths, myths and misunderstandings surrounding 3D:

* “This is just another format that will not be finalized and agreed upon, like Beta vs. VHS or HD DVD vs. Blu-ray.”
Myth:  All manufacturers have agreed upon the “REALD” format for 3D in the home.  All 3D movies released on Blu-ray will play in all 3D ready Blu-ray players, and any and all future 3D Broadcasts will display properly with any 3DTV by any manufacturer.

* “There is virtually no 3D content on Blu-ray or on Cable and Satellite programming.”
Partial Truth:  As of December 2010 there are only a small handful of 3D Blu-ray discs available, and Cable and Satellite programming is just emerging.  That said, the MPAA (Motion Picture Association of America) and the Movie Studios have announced the release of 210+ Blu-ray 3D movies in 2011.  More and more 3D programming, initially heavy in sports, won’t be far behind.

* “With so little 3D content, why would I buy a 3D TV? Won’t the screen just be blank?”
Misunderstanding:  A 3D capable TV will display all current and future 2D programming, DVD’s, streaming video, games, etc., and quite well I might add! Because a 3D capable TV requires incredibly advanced technology to produce a convincing 3D picture, it will also do an exceptional job on current HD programming, Blu-ray and even standard DVD’s.  In other words, most 3D capable TV’s are so advanced they will provide a state-of-the-art picture in 2D as well as 3D.

* “I have to wear stupid looking glasses to view my 3D TV. Since I wear prescription glasses, the 3D glasses won’t work for me.”
True and False:  The active shutter glasses are needed to properly view 3D are not very pretty, granted.  But everyone watching will be wearing them, and you only need them when actually watching 3D, not standard 2D.  All 3D glasses I’ve seen and worn are designed to be compatible with prescription eyewear and are simply worn on top of your glasses (I’ve never heard a complaint from a customer on the glasses once they actually put them on.)  By the way, the Industry went with the active shutter glasses to view 3D in the home for 2 basic reasons:  one, it would create a picture that was far better than in a commercial movie theater, and two, the glasses kept the price of the 3D TV’s at a reasonable price.  3D TV’s could have been designed to not need the glasses, but the price of the TV’s would have been 5-6 times what they are selling for now!  Seems like a reasonable tradeoff for all involved, no?

* “3D capable TV’s and Blu-ray players are expensive. I’ll just wait a couple of years until the prices come down 20-30%.”
False:  The days of 20% price reductions per year on flat panel TV’s is over!  Price reductions averaged across the board will be 7-8% in 2010 and are expected to be no more than 3-4% in 2011.  Technology costs money and, although past history has shown tremendous price drops year-to-year, there is a “tipping point” at which a product just can’t be produced and marketed any cheaper.  The Industry and Manufacturers have indicated we’ve reached that point with flat panel televisions.

* “I just bought a flatscreen 1 - 2 years ago, I’m not about to junk it and run out and buy a 3D capable TV!”
True:  Unless you are the type of person who needs to have the latest, cutting-edge in Home Entertainment, I agree that getting rid of a perfectly good TV (that does what you need and you are happy with its performance) for a 3D capable TV is not necessary.  However, when it is time to shop for a new flat panel or projector, seriously consider a 3D capable TV and 3D ready Blu-ray player.  The tongue-in-cheek joke has always been that electronics are obsolete the minute you get them home and open the box.  And after all these years in the Industry I can honestly say that has never been more true than if you purchase a 2D TV in 2011 as your primary television!  Sorry to say but a “new” 2D flat panel TV will be obsolete in 2011!  Buying a 3D capable TV and Blu-ray player from this point forward actually makes economic sense.  And you can always move your current flat panel into another room when you get a 3D TV.

* "Ok, so I’ve decided I want to go 3D! I’ll just buy the cheapest 3D TV and Blu-ray player I can find, take them home and hook ‘em up…”
False, false, false:  Unless you’re the type of person who can (for example) build a computer from scratch, enjoy doing it, and make it work properly, this is a job better left to a professional with experience in designing and installing 3D systems.  There are lots of variables to be taken into consideration so that you can properly experience the best 3D entertainment in your home.  Type of room, viewing distance and angle, lighting, etc., all plays an important part in selecting the proper 3D equipment.  Also, calibration of the TV once it’s in your home is always critical for the best picture, enjoyment and reliability of your TV, and it’s even more so with the 3D experience.  Home Audio Video Experts has the knowledge and experience to make your leap to 3D as thrilling and easy as possible.  We provide price-competitive solutions for each individual customer.  That’s the proper way to provide the best solution and that is how we have always done it - it’s the only way to ensure your full entertainment enjoyment, and our repeat business!

And don’t forget, 3D makes a good and properly calibrated sound system even more important for your enjoyment.  That’s why the Academy Awards honor best sound and music score every year with an Oscar!! 

The experience derived from watching a good movie at home is hard to beat.  It can draw you into the performance and make you laugh, cry, cheer or grab the couch with fear.  But even at its best, it still creates a buffer between you and the story seen on the screen.  3D is akin to being in a theater and watching a live performance on stage.  Whatever is happening on the stage, you are there, you are part of it, and you are drawn into its dimensions even more than simply watching a picture on a screen.  That is entertainment at its best, it feels alive and you are there when it is happening.  This is 3D in the home, it truly takes your enjoyment to a new dimension!

So, when AVATAR comes out in April 2011 in 3D Blu-ray, will you really experience it or just hear about it?