3D has clearly become the new panacea for the movie industry, with most blockbuster films likely to premiere in stereoscopic format from now on. At the same time, this opens new doors for opportunities like 3D ads that run before the movie – for example, a recent ad called “Wonder-Full” demonstrating a Samsung television.
“3D is a new dimension, literally and figuratively,” says Peggy Ang, vp of marketing communications for the consumer electronics division of Samsung Electronics America to Adweek {link no longer active}. “Everybody has taken to the experience in the theaters, and consumers are saying, ‘How can I take this home ‘”
Movies like Avatar, Alice in Wonderland, How to Train Your Dragon and Clash of the Titans have all been leading the charge for the new generation of 3D movies, and now marketers that include Purina and the Air Force are looking to capitalize on the trend.
“In the past three months, we’ve seen more interest from advertisers than you can humanly imagine,” says Cliff Marks, president of sales and marketing at NCM Media Networks, the digital in-theater network that includes AMC Entertainment, Cinemark Holdings and Regal Entertainment Group. “We all have to agree that Avatar has changed the world.”
Hollywood has had an important impact on the growth of 3D but the technology is quickly expanding its reach. Samsung, Panasonic and LG Electronics are all putting out 3D home products and networks like ESPN have announced plans to broadcast more 3D.
“We’d all be fooling ourselves if we said it was a fad at this point,” Marks adds. “3-D is here to stay, and consumers love it. It is one of the most exciting opportunities to come our way in cinema in a long time. As brands learn how to use it, both cinema and TV will benefit.”
Still, there are going to be issues with penetration, with only 10 percent of TVs sold this year and eight percent of theaters 3D capable. “It’s a short-lived opportunity, but it is a real one right now,” says Ken Venturi, CCO and evp at NCM Media Networks.
