A press release from Sony Electronics (SEL) and CBS had news for those of us waiting impatiently for 3D movies and TV in our homes.
The two companies today unveiled “The Sony 3D Experience,” a new research center and screening facility focused on 3D programming and content delivery. Its research mission is to gain insights into consumer preferences and perceptions towards 3D programming as well as how broadcasters and studios can best deliver 3D content for viewing both in and out of the home.
Located within the expanded CBS Television City research facility at the MGM Grand Hotel & Casino in Las Vegas, the center is also being supported by RealD, a global leader in 3D filmmaking.
“Just as Sony and CBS led the way to establishing some of the most compelling HD programming for consumers, the time is right for a dedicated resource devoted to studying 3D in all its forms,” said Mike Fasulo, SEL executive vice president and chief marketing officer.
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.
“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, CBS Vision chief research officer and president. “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.”
CBS Television City at MGM Grand is a well-established research facility that incorporates 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.
The company also just unveiled its new 3D Technology Center on the Sony Pictures Entertainment lot in Culver City, Calif., which will offer industry professionals the opportunity to learn more about the techniques and equipment for 3D production and content creation.