Panasonic, Cameron promote home 3D with Avatar

PHYSICAL: Campaign will push advanced Blu-ray players, TVs

By Susanne Ault -- Video Business, 8/24/2009

AUG. 24 | PHYSICAL: Panasonic and filmmaker James Cameron are mounting a broad promotion for 3D theatrical release Avatar, including an advance push for the manufacturer’s future line of advanced 3D products for the home.

The goal for the campaign is to prove to consumers the value of advanced 3D, from its current momentum in theaters to its potential inside consumers’ living rooms. At this point, the summer’s big-screen 3D movies, including Monsters vs. Aliens and Up, will not feature any eye-popping 3D effects on DVD and Blu-ray Disc because of the current absence of 3D-enabled equipment in homes. If those films were released in 3D versions for home viewing, they would have to be downgraded to lesser anaglyph 3D technology.

Many industry pundits expect Avatar to be the first advanced 3D release on Blu-ray, though it is pending the adoption of home 3D standards by the Blu-ray Disc Assn.

The bulk of the BDA’s work on a Blu-ray 3D spec is expected to be completed this year, according to industry sources. By September, the engineering guidelines of the spec should be finalized. Licensing terms for the technology should be hammered out by the end of this year.

“We have every confidence that [studios] will announce products in 2010,” said one source.

A representative for the BDA didn’t respond for comment at deadline.

This fall, Panasonic will launch a 3D truck tour featuring its ‘Full HD 3D’ product line, including 3D-enabled Blu-ray players and a 103-inch Panasonic Viera Plasma TV running Avatar video.

Panasonic has predicted its 3D product slate will launch at retail sometime in 2010, which would correspond to the likely timing of an Avatar release on Blu-ray, expected in the spring.

Avatar director Cameron used Panasonic equipment extensively in shooting the movie's theatrical cut and has already drummed up buzz for developing theatrical-styled 3D in the home.

Panasonic also will promote its Full HD 3D products at such upcoming tradeshows as Europe’s IFA on Sept. 4 and at Japan’s CEATEC on Oct. 6. The company also will hit the 2010 Consumer Electronics Show in Las Vegas.

“As a consumer electronics company, [Panasonic] is setting new standards in technology. Panasonic’s brilliance is demonstrated by their 3D presentation for the home,” Cameron said in a statement. “I’ve had an opportunity to view Panasonic’s Full High Definition 3D technology first hand, and it was remarkable. Panasonic is the perfect teammate for us behind and in front of the camera. They play a crucial role in realizing one giant step forward for in-home entertainment.”

Toshiro Sakamoto, executive VP at Panasonic, added, “Panasonic is leading the way to bring 3D into the living room, taking home entertainment to a whole new level with our development of the first Full HD 3D Home Theater system.”

Separately, Mitsubishi has launched a campaign marketing its own line of 3D-ready displays and home theater equipment, already for sale in stores. Although advanced 3D programming isn’t readily available, Mitsubishi hopes consumers will be attracted to its sets in anticipation of a widening 3D content universe. With the right software, there are increasing numbers of PC displays that can deliver an advanced 3D gaming experience.

The focus of Mitsubishi’s promotion is a chance to win a 3D home entertainment package, including a 65-inch 3D-ready home theater TV, Aspen media server, 3D software from Nvidia and two pairs of active-shutter 3D glasses. People can enter via Mitsubishi contest partner IGN.com between Aug. 28 and Sept. 30.

"For gamers, 3D is the perfect technology to bring the action to life, and we are ready to help take it to the next level through the incredible picture performance and exceptional value that our Home Theater TVs deliver," said Frank DeMartin, VP of marketing at Mitsubishi Digital Electronics America. "With more and more 3D video content being produced, this sweepstakes will put the winner in the enviable position of owning one of the most complete bundles of 3D video equipment the entertainment industry currently has to offer."