Only ‘Glut of Bad Content’ Would Kill Home 3D, Says BBC Executive

LONDON -- 3D home entertainment will fail only “if there is a glut of bad content,” Amanda Hill, managing director of BBC Worldwide, said on a panel at last week’s Panasonic European Convention. “The theatric case for 3D is proven,” she said. “It’s three times more profitable. That’s why BBC Worldwide is leading on theatric release. TV is more about innovation and risk-taking. But everything is about risk. 3D is no more of a risk than anything else."

Providers of 3D programming can “learn more by getting things wrong,” Hill said. “People are cutting their teeth on theatric release. It’s only difficult to get funding for bad content. That’s why BBC Worldwide is focusing on natural history.” BBC and its financial partners are spending $65 million on Walking with Dinosaurs, 3D, due for completion in 2012 for distribution by Fox. “Children like dinosaurs because they represent safe danger,” Hill said. “So we are remaking the 1999 program in 3D. In 2013, BBC Worldwide will spend $20 million on shooting live adventure in Africa in 3D."

Standards are close for universal multistandard glasses that be used with any set, said Jim Chabin, the International 3D Society’s president. “Just about every fashion house is working on cool sunglasses that also work as 3D glasses. People are comfortable with fashion accessories like wraparound glasses for skateboarders."

The major studios will produce about 60 feature films in 3D this year, Chabin said. “Things are catching fire now that older directors like [Steven] Spielberg and [George] Lucas feel they are ready for 3D,” he said. “Gamers are driving adoption, too. When Call of Duty came out, Xpand sold a hundred thousand pairs of active shutter glasses in seven days. It took them a while to figure out what was happening."

Contrary to popular belief, “it’s a myth that glasses are a nuisance,” said Hans Strasburger, a University of Munich professor. “It’s like getting a new pair of correction spectacles. It takes you half an hour to adapt. I am surprised there is any discussion.” He added: “The work on how many people cannot watch 3D is unreliable. It’s between 5 and 10 percent. There are two main reasons: One is squint, where the eyes are correctly aligned. The brain does not develop the right neurons. Or it can happen when one eye is much more shortsighted than the other.” It’s unclear “why some people get headaches from 3D,” Strasburger said. “It could be caused by problems with convergence. But the idea that children are at risk from 3D is pure myth.”