We experience the world in three-dimensions, so it’s logical that any reproduction technology should strive to occupy the same dimensions. David Brewster, a Scottish inventor, first developed the stereoscope in 1849, allowing the public to experience 3D images.

Three-dimension cinema has a long history – the first patent for three-dimensional film was filed in 1896. Three-dimension television also closely followed the popularisation of that medium, with 3D broadcasts as early as the 1950s. The trademark red-and-blue glasses that enabled the 3D experience back then remained popular until the 1970s.

It has only been recently, however, that cinema blockbusters have largely been 3D affairs and technology is moving away from the novelty and towards the mainstream.

The last few years have also seen the medium move into our homes in the form of 3D televisions. While perfect for marquee spectacles like global sporting events and watching the increasingly diverse catalogue of 3D movies available on blu-ray, 3D TVs have languished somewhat in most affluent markets.

Perhaps the marketing push was ill-timed, suggests Scott McCutcheon, Senior Account Executive at Synovate in the US.

“The US only recently switched from analogue to digital broadcast signal,” he says. “Many Americans only recently bought a digital TV. These consumers are unwilling to buy yet another digital TV just to get 3D. Discretionary spending is down all over the world, and 3D televisions are not a terribly high priority.”

Another factor that seems to be holding consumers back is the fact that viewers need to wear 3D glasses in their living rooms – not exactly conducive to a relaxing evening at home, not to mention the potential issues if friends come over for a viewing of your blu-ray copy of Kung Fu Panda 2 in 3D and there aren’t enough glasses to go around.

Widespread acceptance and adoption of 3D will occur after the barriers-to-experience are removed, McCutcheon suggests – the addition of 3D glasses into the experience is an unprecedented physical barrier.

“None of the earlier innovations in realism required equipment to be worn. Still images to moving pictures, silent to talkie, black and white to colour, mono to stereo, stereo to surround, 4:3 to 16:9, analogue to digital. Each of these transitions introduced a more realistic experience without forcing people to wear something.”

Companies that remember the people element will succeed before those that are focused primarily on the technology. Japanese game giant Nintendo hit on a rare meeting of the two, with the February 2011 release of its glasses-‘free’ 3DS handheld game system.

An autostereoscopic device, the technology utilises a parallax barrier display (this places a series of precision slits in front of the LCD, blocking off sets of pixels to each eye, thus creating a 3D effect without the need for 3D glasses) and also allows the user to adjust a slide to choose the ‘level’ of 3D, as well as giving the option of turning it off.

Whether other console game companies – Sony and Microsoft are the other major players – will follow Nintendo’s lead with this technology remains to be seen.

McCutcheon comments: “3D is a differentiator. Whether it becomes standard or not depends entirely on market demand. There is no shortage of supply, but demand is hampered by price and glasses.”

Indeed, many industry watchers are surprised at the slow uptake of 3D technology in big ticket video games. A natural fit, there are few marquee titles available – Sony’s Gran Turismo 5 being a notable exception – that utilise the technology.

However, retrofitting games to 3D is always an option, and McCutcheon predicts that home games consoles will push 3D content when there are enough 3D televisions to make it a profitable venture.

The rise of the technology will also see the medium expand exponentially to other spheres, such as the commercial application of 3D in business, industry, medicine and education.

3D technology does have the potential to be more than a gimmick – this much is clear. But until users are able to enjoy the technology without recourse to hampering peripherals, it is unlikely to gain universal popularity. 

McCutcheon’s mantra is clear: “Lose the glasses, gain more users.”

For more information, please contact Scott McCutcheon, Senior Account Executive at Synovate, at scott.mccutcheon@synovate.com.