News Analysis
Study Offers Fuzzy Vision On 3D Blu-ray Sales
By Swanni

Washington, D.C. (July 12, 2011) -- IHS Screen Digest has issued a report saying that roughly 1.7 million 3D Blu-ray discs were sold at retail from June 2010 to June 2011. In addition, consumers brought home another 1.7 million in bundling deals while purchasing other equipment, such as HDTVs and Blu-ray players.

The research firm concludes that the total 3D sales number is evidence that consumers are embracing the 3D format.

“Consumers are finding that 3D is one of the most fun concepts in home entertainment since color television, providing true three-dimensional pictures right in their living room,” gushed IHS Screen Digest's Jan Saxton, according to Home Media Magazine.

But Saxton and IHS Screen Digest could not be more wrong -- and I have the proof.

First, 1.7 million 3D discs sold in one year is not a very big number. Hell, in 2009 when Blu-ray was still struggling to find consumer acceptance, more than 100 million 2D Blu-ray discs were sold.

And second, I have received at least 20 e-mails this year alone from people asking if they need a 3D TV to play a 3D Blu-ray disc. That's right. Some people believe that if they bring home a 3D Blu-ray disc, pop it in their 2D Blu-ray player, it will somehow magically display 3D images on their 2D HDTVs.

Based on my e-mails, I suspect many consumers are buying 3D Blu-ray titles for this reason.

No, the IHS Screen Digest study is just another case of an industry research firm trying desperately to boost the 3D industry for reasons known only to the firm (although I suspect I know why).

3D = 3DOA.

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