For a look at current state of 3D, and more specifically, 2D/3D conversion, I recently had the opportunity to sit down with Barry Sandrew, Founder, President, and COO of Legend3D, a San Diego-based company that specializes in 2D/3D conversion and has converted content for Dreamworks, Disney, and many other large studios. We discussed the current state of 3D, the future of 3D, and his company's role in bringing 3D content to consumers.
As point of disclosure, I have known Sandrew and some of his support team for many years, and have worked with his other film colorization companies: AFT (American Film Technologies) and Legend Films.
Robert Silva, About.com Guide for Home Theater: 3D seems to a hit in movie theaters, but what is the outlook for 3D in the home, given the current state of the economy and the fact that many consumers just recently purchased their first HDTV and/or Blu-ray Disc player - which most likely are not 3D compatible?
Dr Barry Sandrew, Founder, President, COO of Legend3D: All the major HDTV manufacturers have committed themselves to 3D. Just about all HD sets will be 3D ready starting this summer. Since there is no premium for the 3D capability, most everyone who is buying an HD TV today will have a 3D ready one in their home whether they want it or not.
Most people agree and the consumer electronics industry is betting on the fact that if it’s in the home, it will eventually be used. Little Johnny will come home and complain that the neighbor has a 3D set and is showing Avatar, or Alice In Wonderland, How to Train Your Dragon or Shrek.
The next question will be, “Dad, when are you going to get the 3D glasses for our TV?" The Blu-ray industry will get a huge boost out of 3D and rejuvenate the retail home entertainment business. Regarding the economy, a 3D Blu-ray will still be a cheap family evening of entertainment. The value argument will still be there only it will be more value for the buck than before.
Robert Silva: At the recent trade shows, such as CES and CEDIA, many manufacturers enthusiastically flooded the exhibit floor with 3D product demos, but many dealers and press still seem to be lukewarm - How can this be overcome?
Barry Sandrew: It might be because of the bad reviews some 3D feature films have received even though all converted 3D movies have made a significant amount of money. It might be that the dealers and press mistakenly feel that there won’t be enough content to make the medium viable. Whatever the reason, it will likely change after this coming Christmas. The Christmas of 2010 should be considered the beginning of the 3D Home Entertainment decade and home entertainment will never be the same again.
Robert Silva: In going into local retailers, many still do not have 3D demos running, and some that do often times do not have the demos working properly, have inoperable 3D glasses, or do not provide any enough useful information by sales staff for the consumer to make a buying decision. Is Legend 3D involved with this issue as a part of the larger professional 3D community?
Barry Sandrew: The larger professional 3D community is attempting to establish best practices for theaters. Currently, the rules that exist are not always followed which leads to a less than optimal viewing experience for the theater going consumer. In the retail outlets, there has not been enough education for the sales people. These are all growing pains that the industry is well aware of and it taking steps to fix.
Robert Silva: One of the major concerns expressed by the press regarding drawing consumers to 3D is that lack of content - How is Legend 3D addressing this specifically for the home 3D viewer?
Barry Sandrew: The only way that sufficient content will be produced to achieve a critical mass for the consumer is via 2D to 3D conversion. Any professional in this industry should be lauding 3D conversion because we are the ones that will make 3D ubiquitous. The number of first run 3D feature films coming out is not going to be sufficient to move the consumer to purchase a new 3D ready HDTV for its 3D capabilities. It will be studio catalog titles that will make this happen.
Proceed to Page 2: A look at Legend3D's role in the 3D landscape
