The Demand For 3D Movies Essay

(Part 2)


The point of our research was to find out how people felt about 3D and whether or not our plan for more 3D movies would be successful. The most important question we asked was ‘Do you think 3D makes the movie experience better? Why or why not?’ We felt that this question was crucial to see what market there is for 3D movies. What we discovered was that yes, there is a market, but it depends a lot on the type of movie it is. The opinion of a moviegoer was summarized well by John Koursaros (personal interview, March 11, 2010) who said, ‘I think that certain movies such as, action, animation, or thrillers make the experience fantastic in 3D. If the movie is a comedy, a romance, or a drama it wouldn’t be as good of an experience in 3D as it would in 2D. At least I can’t imagine those types of films in 3D, but you never know with the technology these days.’ We did not anticipate these results. However, we coincidently had asked ‘Do you have a preference to see a specific genre in 3D?’ Our results uncovered that people were interested in 3D movies that were of action, animation, or ‘crazy fantasy stuff’.

We then informed our participants that the film industry is shifting its focus from 2D to 3D and asked about how they felt about the trend. What was interesting was that most participants were impressed with the advancements in technology. However, a result on whether or not people felt like this was a good thing was unclear. It was a pretty even amount of people who believed that this was a good trend while others felt that this was pointless.

Another direction that Sony is looking into is home 3D entertainment. We said to our participants ‘Sony is looking to convert archived movies into 3D. How do you feel about converting 2D movies into 3D?’ Unfortunately, the overwhelming response to this market idea was negative. The participants believed in two negative ideas: that they would not go out of their way to re-see a movie because it is in 3D and that they simply had no interest in it. The best move for Sony would to for now put converting achieved movies on the back burner. With the upcoming releases of 3D televisions and blu-ray players, Sony should wait to see the response to these products. If it is a successful endeavor, the next step should be to experimentally convert movies and see if people’s opinions change.

In relation to the idea of 2D vs. 3D movies, we asked, ‘Do you prefer 3D to 2D movies? Why or why not?’ This was important because we wanted to get an idea about the way 3D is viewed in relation to 2D. Our data corresponded to the answers we received about 3D making the movie experience better. Participants stated that they do prefer 3D, but only in certain genres. One participant, Shane Teal (personal interview, March 11, 2010) , summarized this sentiment best: ‘I don’t know. I prefer 3D for some movies and not 3d for other movies because I feel like its overwhelming sometimes. I still appreciate the regular 2D. I still respect and think that 3D can be overdone too much and it should only be done for some movies. Like ‘Avatar’ and ‘Alice In Wonderland’ are good. But there’s something about it that I can’t see it being for every movie.’ Specific genres’ for 3D was common theme for viewers desire to see a film in 3D.

In order to better provide viewers with what they want in 3D movies, we asked ‘What do you like about 3D movies?’ Overwhelming, it was pointed out that it makes viewers feel like they are in the movie. They like how things pop out and bring excitement into the movie. In future 3D movies, movies that provide full viewer interaction could provide Sony with more people coming out to the movie.

With 3D movies comes a higher price tag for viewers. Though people enjoy 3D movies, in these tough economic times we need to ensure that people will be willing to spend the extra money. In asking, ‘Would the ticket price deter you from seeing a 3D movie over a 2D’ we found that people are willing to spend more money. The catch however, is as put by Jared Greenstein (personal interview, March 11, 2010) ; ‘Depends if I think it is worth it to see the movie in 3d.’ This statement backs up the sentiment that we have received throughout the interviews, that viewers are willing to see 3D movies as long as the movie is in a genre that is appropriate for emersion like animation.

Since 3D makes movies so lifelike, we took the time out to see if negative side effects were ever felt by any of the participants. In asking, ‘While viewing a 3D movie, have you ever experienced any side effects?’ the most common symptoms were headaches, dizziness and nausea.

Since wearing glasses is a crucial part that makes 3D possible to be viewed, we asked the participants, ‘In your opinion, does wearing the glasses distract from the movie?’ While asking this question, another side effect emerged. The comfort level of the glasses caused pain onto the face from pressure and from moving their head from side to side. However, some participants stated how they liked the glasses regardless, and that they would do what it takes to watch a movie. The idea of 3D glasses that could clip onto glasses was a creative idea from one participant who stated he wears glasses normally. Another participant thinks technology that would allow for 3D to be seen without glasses period would be very desirable.(personal interview, March 11, 2010) In the last question, we asked, ‘Do you feel overwhelmed by 3D? If so, why?’ This question we felt was necessary since 3D makes the movie going experience that much more lifelike. The result was split. Within the responses that stated Сyes’, it had more to do with the participant themselves. They would feel nervous about being unable to control their surroundings or about the side effects from 3D. However, being so integrated into a movie is what 3D is about. It is a positive side effect that proves how integrating 3D is into the movie watching process.

There is a demand for more 3D movies for Sony to produce. However, research shows that not all movies should become 3D; genres such as animation, action and fantasy are the most desirable for people to go see. 3D movies produce higher revenue than there 2D counterparts, which is good for Sony Pictures. Before surveys were done, we believed that consumers would be love for all movies to be in 3D. We found though that instead it would be preferred if 3D stuck to only a few genres such as animation, action and Sci-Fi/fantasy. Sony should increase the amount of films from this genre into 3D. People are willing to spend a few more dollars on a movie ticket if it is 3D. However, the idea of converting archived movies from 2D into 3D at this current time does not seem to be a good idea. Instead, we propose to wait and see if the market takes to 3D televisions and blu-ray players. If these are deemed a success, a trial of some movies being converted into 3D is recommended. The bottom line of our results is that Sony has a great opportunity to produce more 3D movies in specific genres. The market is interested by the concept and would be willing to spend more to get more.



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