By Zahava Aroesty
(Covering ShoWest in Las Vegas at the Paris Hotel from March 15-17 on special assignment for 3DHollywood.net)
Sony Electronics and CBS, with support from RealD, have opened a new 3D research center in Las Vegas to study consumer preferences.
During a press conference on Tuesday, March 16, at the CBS Television City research facility at MGM Grand Hotel & Casino in Las Vegas, Sony and CBS representatives said “The Sony 3D Experience” will incorporate traditional qualitative and quantitative methods like focus groups and surveys, as well as advanced bio-metric techniques such as eye tracking and brain scanning using NeuroFocus technology, in a transparent research environment.
RealD is providing its advanced 3D filters and eyewear to help complete the 3D experience.
This research center and screening facility will focus on consumer preferences and perceptions toward 3D programming, as well as how broadcasters and studios can best deliver 3D content for viewing both in and out of the home.
The facility is divided into two primary zones: 3D theatrical entertainment; which will preview and promote the latest 3D motion picture releases; and 3D home entertainment, which will highlight and demonstrate the newest trends for 3D in the home, including 3D compatible HDTVs, PlayStation3 systems and upcoming Blu-ray 3D players and titles.
Additionally, consumers will be able to learn about the latest 3D developments, such as the upcoming launch of the ESPN 3D network and the new 3D channel resulting from a joint venture among Discovery Communications, IMAX and Sony.
“This new extension of our research facility in Las Vegas was designed to provide visitors with hands-on access to the most cutting-edge home entertainment technology available and while doing so, offer content and technology providers continuous user-feedback and research,” said David Poltrack, Chief Research Officer and President of CBS Vision. “We are pleased that a company as distinguished as Sony has stepped up to be the first player not only because the company has long been a leading innovator but also because it is focusing on the most exciting and talked-about new technology which is 3D.”
Poltrack referred to the “three screen culture” which now dominates TV viewing habits. The facility provides access to more than 1.1 million visitors annually, representing a geographic, demographic and psychographic cross-section of the US consumer population. “As a result, highly specific consumer samples can be easily recruited from a visitor population that has historically been highly inclined to participate in media, entertainment and advertising research efforts,” said Poltrack.
Randy Waynick, Sony Electronics’ Sr. VP Strategies and Acquisitions, said that the “Sony executives believe that the time is right for a dedicated resource devoted to studying 3D in all its forms. Our mandate is to move forward to respond to the consumer appetite for content in all its forms. “ Sony and ESPN 3D channel will deliver 85 live sporting events in 3D in 2010 starting with twenty five 2010 FIFA World Cup matches. “
Sports programming is a major focus of early 3D initiatives, due to die hard sports fans that were early adopters of HDTV. Sony and ESPN recently announced that Sony will be official sponsor of ESPN’s new 3D network to be launched on June 11 with South Africa vs. Mexico coverage. ESPN and Sony have signed an agreement which will allow ESPN to utilize Sony professional HD cameras to present the programming to its subscribers. ESPN will launch the ESPN 3D Network presenting North American subscribers with 2010 soccer World Cup in South Africa.
Sony also mentioned its agreement last year with Regal and AMC to be exclusive provider of Sony 4K projectors for their theater circuits. They expect to install 5000 systems at the end of the year. Regal Entertainment is the No. 1 exhibitor, and AMC Entertainment is No. 2. Both will install Sony 4K digital projectors throughout their entire circuit.