"I believe 3D
is how we will experience movies, gaming and computing in the
near future," Cameron said, regarding his deal with Panasonic.
"We want to get global interest rolling," he continued.
"As a consumer electronics company, they are setting new
standards in technology. Panasonic’s brilliance is demonstrated by
their 3D presentation for the home. I’ve had an opportunity
to view Panasonic’s Full High Definition 3D technology first hand
and it was remarkable."
The advertising deal makes sense
as Cameron and Twentieth Century Fox Film prepare to release the
movie "Avatar," a film that has been shot in 3D only.
Panasonic has rented several trailer-vans that will tour parts of the
United States and Europe promoting the film, using a large-screen
3DTV on the outside of the van to show viewers trailer clips from
Even though several 3D animated films have
been released in 3D only, "Avatar" will be the first
live-action Hollywood movie to be released in 2D and 3D.
several other companies are working with 3D technology, including
Sony, Samsung and others, there is a major issue that faces companies
hoping to become involved in 3D. There is no working agreement
on broadcast or disc formats, which opens the door for a pricey
Last November, Panasonic submitted
a proposal to the Blu-ray Disc Association (BDA) that would
create guidelines for companies and studios using "left /
right-eye two-channel Full HD images" on HDTVs with Blu-ray.
Furthermore, the company also created
a 3D research lab in Hollywood, and gives researchers a place to
develop 3D technology.
In the future, a 3D broadcast and disc
format must be created -- and agreed upon -- by a majority of the
companies, hopefully avoiding a content war.