3-D Not Attracting Home Consumers, Says Sony Chief

The advent of 3-D technology at home is not translating into sales, says Sony's man in the U.K. Fergal Gara, the chief executive of Sony U.K., made his comments in an interview following the British launch of the firm's slimline PlayStation 3. The impact of the technology on the gaming world had been negligible, he said, before moving onto the concept of 3-D as a whole. And, given how much time and spondoolicks the Japanese firm has invested in the concept, that's quite an admission.

"Wearing the glasses and consuming 3-D in the home isn't hugely popular. That's just a fact," he said, pointing out the difference between going to the movies and tooling about on one's sofa on a school night. "In the home people tune in and tune out a bit, and doing that with glasses on and glancing at your tablet or pausing for a bit, compared to the cinema experience, which is a solely focused experience, you know there is a difference emerging there."

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3 Comments

  • Alpeshmistry

    "In the home people tune in and tune out a bit, and doing that with glasses on and glancing at your tablet or pausing for a bit, compared to the cinema experience, which is a solely focused experience.."
    You mean how people watch tv in their homes wasn't investigated before millions were spent on developing and promoting 3D tv's. Strange.

  • Ben Griffin

    Having to wear glasses is a huge barrier to customer adoption in the home environment. 

    Glasses-free tech, however, is coming on in leaps and bounds. The Dolby/Philips 4k glasses-free display and is hugely impressive, giving a good viewing experience even as you move around. It's the first 3D display that I've actually felt I could sit on my sofa and watch in comfort. Sony don't appear to have that seamless experience on their glasses-free systems yet.  Long term, there may be a future for wearing glasses to watch 3D video content e.g. if connected eye-wear (like Google Glass) becomes ubiquitous. If tech continues to get smaller and connected/display tech can be integrated into stylish everyday eye-wear then I wouldn't discount it as a possibility. You wouldn't necessarily need a traditional TV set at all in that case.

  • Besplatan

    On their first date, my grandparents went to see a 3D movie. It's a 60 year old fad that periodically comes and goes. I've seen Avatar and a few other movies in 3D and I don't see it as much of an improvement.