Despite Hollywood’s continued onslaught of 3-D films hitting the big screen, not many people are buying 3-D TVs.
Whose fault is that? Panasonic’s marketing director Andrew Denham blames Hollywood for making such bad 3-D movies.
“Hollywood damaged 3-D by rushing so many badly converted films out in Avatar’s wake,” Denham said at the recent Intellect Consumer Electronics 2011 show. “What we need now is the next level, the next Avatar. And that’s a big ask, I think.”
But according to an April report from NPD Group, a market research firm, prices of 3-D TVs and the need to wear glasses top consumers’ complaints about owning sets in the home. A June SNL Kagan report also pegged 3-D sets’ higher price points, as well as lack of content, the need for eyewear and issues about universal standards, as reasons for 3-D TVs’ failure to populate consumer’s homes in 2011.
In 2010, 3-D TVs were billed as the breakthrough technology of the year at the Consumer Electronics Show in Las Vegas. But consumers only purchased 1.1 million units that year, and the Consumer Electronics Association projected sales of just under 2 million this year.