3-D TV @ Home… Pass the Glasses

The runaway success of Avatar has television manufacturers salivating over 3-D TV in every American living room.

In the lead for multidimensional television, is Samsung Electronics with fifteen 3-D models and a commercial from James Cameron’s Avatar technical production company. The company’s 30-second premier commercial, “Dedicated to Wonder,” utilized fusion 3-D technology and Avatar’s Oscar-winning cinematographer, Mauro Fiore.

Forecasts predict consumer purchases of 3-D TV sets will reach 3.5 million to 4 million this year – ten percent of total US sales. The forecast hits a reality speed bump, however, when it comes to those pesky glasses. Unless technologies are compatible, one manufacturer’s glasses can’t be used on a competitor’s set.

The glasses will add significant cost. “The glasses go for a premium – around $150 – which means it’s costly, for example, to have a few people over for a Super Bowl party, unless it’s ‘bring your own compatible spectacles,’” explains NPD’s market research analyst, Ross Rubin.

Samsung Electronics America’s President, Tim Baxter, believes “there will be less passive sitting back and watching television, and a more immersive, interactive experience. We’ve already sold a couple of thousand units in less than two weeks.” The biggest seller so far, is the 55-inch model, explains Baxter, as “early adopters gravitate toward the bigger screen."

Samsung is collaborating with top Hollywood talent including DreamWorks and Black Eyed Peas to produce content worth the investment for home viewers. Their advertising/marketing budget is close to $100 million. Black Eyed Peas promoted Samsung’s 3-D product line in their recent Times Square concert.

A second commercial, leveraging DreamWork’s Monsters vs. Aliens, will enable Samsung to package a 3-D copy of the movie, with a Blu-ray player and 3-D glasses as a “starter-kit."

Also entering the 3-D fray is Panasonic, on a road tour with tractor trailers familiarizing audiences with their products.

LG Electronics’ Infinia televisions, available by June, will be promoted on CBS during the NCAA basketball tournament.

Not neglecting social media, Samsung has a Facebook presence and is looking at gaming and sports sites for advertising. Television manufacturers are bullish on 3-D sets, but the jury is out on whether or not consumers will consider the content worth the cost… and then there’s still those pesky glasses.