3D comes of age

18th Feb 2010 A passion and truth by Jacqui

At four o’clock next Tuesday afternoon (23 February), the fashion label Burberry will become the first brand to broadcast a show live from London Fashion Week in 3D. Guests at screenings in New York, Los Angeles, Paris, Dubai and Tokyo will be able to enjoy the show, as it happens, as if they were actually by the catwalk.

And if you’re smirking at the idea of a group of fashionistas squinting in their paper red and green specs, think again. 3D has come of age (and the glasses are a lot cooler).

Burberry’s broadcast is the latest in a series of live 3D screenings, coming just weeks after Manchester United vs Arsenal and the opening match of the Six Nations were beamed into pubs and cinemas. And of course, Avatar has been wowing us at the cinema.

In Hollywood, boffins are beavering away on twenty new 3D films as we speak and Sky will begin broadcasting 3D to suitably equipped customers later this year. Just when is not yet known but you’re safe to assume it will be before the first touch of a football in South Africa as games are being filmed in, you guessed it, 3D.

While this isn’t yet mainstream stuff that we can all enjoy from the comfort of our sitting rooms, that reality is not that far away. But that’s not where I think 3D will win, not in the short term at least; few people currently have the appetite for another new TV.

Rather, my view is that 3D has the potential to satisfy our desire for immersive, engaging and enchanting experiences. Not long ago, we stopped going to the cinema, not because of the cost, but because we could near-as replicate the experience in our own lounges. The same applies for watching sport in the pub. In short, they lost their mojo.

3D has the potential to change this. The experience far exceeds the price of a pair of tickets and some popcorn, or a couple of pints, and for that reason, this could just be the resurgence both industries desperately deserve.

With 3D, going out will be the new staying in, and with the World Cup just around the corner, the timing is perfect.

Now, where’s my specs?

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