• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

The Supreme Court's birthright citizenship ruling hands the U.S. economy a $7.7 trillion win

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

The Supreme Court's birthright citizenship ruling hands the U.S. economy a $7.7 trillion win

What’s wrong with 3D?

By
Matt Vella
Matt Vella
Down Arrow Button Icon
By
Matt Vella
Matt Vella
Down Arrow Button Icon
October 19, 2012, 7:20 AM ET
Add Fortune on Google for similar content.

By Peter Suciu, contributor



FORTUNE — 3D was supposed to be the next big thing in the evolution of cinema and video, picking up where sound, color and the widescreen format had left off. But, aside from a small impact in movie theaters where blockbusters like Avatar drove interest, 3D hasn’t exactly take off in the home. Going on three years interest 3D TVs have fallen flat, even as the prices have fallen too.

At the movie theaters 3D is still a niche, but one that is holding steady. According to market researcher IHS iSuppli, 3D generated 19% of box office revenue in 2011. And while 3D TVs remain slow to catch on, interest in 3D on other devices, including portable game systems and mobile phones, is actually expected to grow. NPD Group’s Display Search predicted that 3D TVs will eventually see sales increase, and grow from just 25 million units in 2011 to around 180 million units in 2019.

Moreover, Display Search predicts that 3D will grow across several categories beyond TV including portable devices such as mobile handsets and game systems. One such device that has been seen as a hit is the Nintendo (NTDOY) 3DS handheld game system, which hit five million total sales in July. Unlike with most TVs, the game system utilizes so-called auto-stereoscopic 3D technology that does not require glasses for the users to see the effects.

MORE: The truth about Google’s horrible, no good, very bad day

And, it has been the required glasses that have been blamed for the sluggish demand for 3D. “The active glasses are expensive,” says Jennifer Colegrove, vice president of Emerging Display Technologies at NPD Display Search. “These tend to be bulky and heavy.”

As every viewer in the room needs glasses to view the content — which appears blurry without glasses — this has been a hurdle that has proved difficult to overcome. The passive glasses are far cheaper, and some TV makers such as LG have been pushing for passive 3D. But to date, only Toshiba has introduced a set that requires no glasses at all, and those who saw it at CES in January remain skeptical about the price and the quality of the picture. “We do see this as the start of a trend to have 3D,” adds Colegrove, “but without glasses, with just the naked eye.”

The content will still depend on the technology, and one only needs to look as far as the Nintendo 3DS to see that it could have drawbacks. For one, the effect is more simulated than a truly immersive 3D environment. Some are even skeptical if 3D TV — with or without glasses — will lead to interest in 3D in portable devices. “I find it a little hard to swallow,” says Billy Pidgeon, senior analyst at M2 Research. “I don’t see how this will result in a trickledown effect, but I do believe that soon every TV going forward will have 3D built-in. That will increase penetration from that level.”

MORE: The robot doctor will see you now

What other types of devices could include 3D? One possibility could be mobile phones, but so far none have arrived in America. “No one has released a 3D smartphone outside of Japan, except LG,” says Ian Fogg, senior principal analyst for mobile media at IHS iSuppli. “Virtually no screens support 3D in the mobile space, and it isn’t going to take off in the near future.”

For the technology to succeed, say analysts, it needs to become more intuitive and apply in more cases than just watching TV or moviews. “The mobile phones with 3D have two 5-megapixel cameras that were the most straightforward use, so users could create their own content and view it back on a screen,” says Fogg. “But games on phones and tablets could be a problem as many titles — such as racing games — use an accelerometer that requires that you tilt the device. This in turn creates a problem for user experience with glasses free watching as the image doesn’t look right if you’re not viewing it straight on.”

In the living room, the content that should be the killer app — namely games — haven’t been delivered as promised. “Microsoft (MSFT) has backed off it,” adds Pidgeon. “Sony (SNE) has backed off it, and even Nintendo has somewhat backed off it. What this says is that there could very well be plenty of 3D TVs out there as that is what manufacturers will sell, but that doesn’t mean people will be watching it. I’ll believe it when I see it.”

About the Author
By Matt Vella
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Trump’s 927-page disclosure is just a normal Tuesday for direct indexing and crypto wealth managers
InvestingDonald Trump
Trump’s 927-page disclosure is just a normal Tuesday for direct indexing and crypto wealth managers
By Catherina GioinoJuly 1, 2026
6 hours ago
US President Donald Trump sits in silence with his hands folded on top of each other.
CryptoDonald Trump
Inside Trump’s $1.4 billion crypto empire: Altcoins, Bitcoin—and a stake in Michael Saylor’s Strategy
By Camila Grigera NaónJuly 1, 2026
7 hours ago
The 6 Best Exercise Bikes of 2026: Fitness Expert Reviewed
HealthDietary Supplements
The 6 Best Exercise Bikes of 2026: Fitness Expert Reviewed
By Christina SnyderJuly 1, 2026
7 hours ago
Mark Zandi, Moody's chief economist.
EconomyU.S. economy
‘It’s fair to ask whether it was worth it’: The Iran war has cost Americans $1,000 per household—and that’s a conservative estimate, Mark Zandi says
By Tristan BoveJuly 1, 2026
10 hours ago
Melania Trump NFT earnings surge 28x in 2025 as the First Lady rakes in nearly $17 million in total earnings, filing shows
PoliticsDonald Trump
Melania Trump NFT earnings surge 28x in 2025 as the First Lady rakes in nearly $17 million in total earnings, filing shows
By Mia OsmonbekovJuly 1, 2026
10 hours ago
Donald Trump sits at his desk in the Oval Office, smiling and with his hands folded in front of him.
PoliticsDonald Trump
Trump got a $78K pension from the Screen Actors Guild in 2025 because he appeared in Home Alone 2 in 1992
By Sasha RogelbergJuly 1, 2026
11 hours ago

Most Popular

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
Big Tech
As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
By Marco Quiroz-GutierrezJuly 1, 2026
21 hours ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
7 days ago
The Supreme Court's birthright citizenship ruling hands the U.S. economy a $7.7 trillion win
Newsletters
The Supreme Court's birthright citizenship ruling hands the U.S. economy a $7.7 trillion win
By Diane BradyJuly 1, 2026
19 hours ago
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
Success
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
By Preston ForeJune 27, 2026
5 days ago
Current price of oil as of July 1, 2026
Personal Finance
Current price of oil as of July 1, 2026
By Joseph HostetlerJuly 1, 2026
15 hours ago
Elon Musk on MacKenzie Scott giving away $26 billion of her fortune: 'Sadly,' it makes the world a worse place
Success
Elon Musk on MacKenzie Scott giving away $26 billion of her fortune: 'Sadly,' it makes the world a worse place
By Sydney LakeJune 29, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.