While 3D TV’s problems can’t all be tied to the glasses, they certainly shoulder some of the blame. The motion picture industry made 3D moves for a few more years, even giving the technology one last big push with 2015’s Star Wars: The Force Awakens, before giving up on it. DirecTV canceled its 3D channel in 2012 and ESPN pulled the plug on its 3D channel in 2013. Networks that were hoping to support 3D programming didn’t even last that long. The numbers consistently went down from there and by 2016, they were responsible for just 8% of sales.
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To put things in perspective: In 2012, 3D TVs made up 23% of total TV sales dollars, according to The NPD Group. And by 2017, Sony and LG both abandoned 3D, removing it from all of their sets. By 2013, as sales struggled and 4K and OLED began their rise, it was tough to find one. LG, another leader in 3D TVs, did not respond in a timely manner.) David Berkowitz/Flickrįor the next two years, new 3D sets were rolled out regularly at CES. (Samsung declined to be interviewed for this story. If you wanted to watch a 3D Blu-ray disc, that player would run another $400. Panasonic charged $2,500 for a 50-inch set, which came with one set of shutter lens glasses (others cost $150 per pair).
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A 55-inch Samsung set ran for $3,300, plus another $150 for each pair of shutter glasses, which were required to watch 3D programming. Within three months, Panasonic and Samsung had both released their first 3D sets, which had been years in the making. James Cameron had released Avatar a few weeks prior and audiences were captivated by the technology, which was carefully incorporated into the film. To fully understand what went wrong with 3D, it helps to know the technology’s most recent history. While the technology was the darling of marketing departments and heralded at CES as the next big thing, it failed to win some key supporters and failed consumers on several levels, hastening its demise. It didn’t help that most were bulky and had tech issues, as well.īut the fall of 3D goes much deeper than headgear. While less an issue in theaters, home users felt foolish having to wear a special set of glasses to watch TV. The obvious answer, of course, is the glasses. So what happened? Why did 3D fail to catch on?
While television manufacturers like Samsung, LG, and Panasonic bet big on the technology - and some top filmmakers, including James Cameron, made a convincing case for it in theaters - it had a lifespan of just seven years. The 3D revolution started a little over a decade ago.
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