08 Feb 10

3D Technology in 2010

by Emma Boyack, Account Director

3D technology is a hot topic in 2010, captivating filmgoers with its ability to make them feel part of the action. No longer viewed as gimmicky this new trend is being taken seriously by consumers and marketers alike.

The growth in 3D media has allowed Cinema to enjoy its most successfully period in years “totally revolutionising the cinema experience” and culminating in the box office smash Avatar at the end of last year. This grown-up 3D movie grossed in excess of £700m in just 3 weeks (beaten only by movie epic Titanic).

Content-wise sport is set to be a major focus of 3D technology this year. The 2010 World Cup, London 2012 Olympics and England’s 6 Nations Rugby games all look likely to be screened in 3D in cinemas across the country. This trend isn’t solely restricted to cinema however and 3D TV technology is also advancing at a fast pace with the likes of Sony, LG, Samsung and Panasonic all launching 3D screen sets. Capitalising on this new technology ESPN have already announced future plans for a 3D TV network later on this year.

With industry research concluding that cinema viewers find 3D films a more captivating and immersive experience how long will it be before more advertisers capitalise on this trend? Almost half of respondents asked in a recent Pearl and Dean study admitted that they felt totally absorbed in the film and more a part of the action thus making the film feel more realistic and believable. If these characteristics are transferable this could open up a vast array of possibilities to advertisers.

Early research has already shown positive signs indicating that ad recall is higher in 3D screenings with viewers feeling more involved with the advertising brand. Forward thinking brands such as O2 are already tapping into the 3D experience. O2’s head of Marketing Richard Murfitt commented that they wanted to take their advertising “one step further and put families into the heart of the action on the big screen”. Other brands such as Cadbury, Courvoisier and Nickelodeon have also begun to experiment with this new format but with 3D technology opening up the advertising experience and allowing consumers to integrate with the ad and become part of the action it may not be long before this trend is adopted by the masses.