By Cho Jin-seo
Staff Reporter
Samsung Electronics said it will use animated films from DreamWorks Animation to promote its TVs and DVD players that provide 3D effects.
As part of promotion packages, buyers of Samsung’s 3D-compatible products will receive a free DVD of "Monsters vs. Aliens.’’ Trailers of upcoming 3D films such as "Shrek Forever After’’ will be also available exclusively for Samsung customers, the companies said in a join press release.
Samsung is one of many firms that have introduced new 3D TVs at an annual industrial expo this month. It is currently the world’s largest flat screen TV maker, outselling Sony, LG and Philips among others.
"We’ve continued to innovate and make significant investments in 3D technology since we delivered our first 3D HDTV to the market in 2007. We are now pleased to deliver a complete 3D entertainment offering for the home alongside industry-leading innovators DreamWorks Animation and Technicolor,’’ Samsung said.
However, they did not elaborate on other terms of the partnership contract.
Samsung had been relatively conservative when making estimates on the prospect of the 3D market, with the lack of content and broadcasting infrastructure being their main concerns.
But it has apparently shifted its strategy and started making considerable marketing bets. At the ongoing International Consumer Electronics Show in Las Vegas, the company is showcasing a lineup of 3D compatible video devices.
3D films make viewers feel like that they are watching objects with depth, by using images recorded by a pair of cameras, like the human eyes do.
Most popular 3D devices need filtered glasses to give the visual illusion. The idea is not a recent development: the first 3D patents were filed in the late 19th century. But it hasn’t been able to win viewers’ confidence over traditional two-dimensional screens, because most people feel uncomfortable wearing the geeky goggles and some even develop motion sickness.
It is only a recent development that leading TV manufacturers in Japan, Korea and Europe are seriously considering mass production of 3D TVs. The main reason for this strategic change is that margins from traditional products are increasingly being slashed by competition from China.
Investment in hardware components is increasing, and film and animation studios are backing this trend as they have found 3D content is much less vulnerable to piracy. The paramount success of the Hollywood movie "Avatar’’ proved that 3D may have more potential than it had shown before.
Several TV stations around the world, including South Korea’s SKY 3D, are test-broadcasting from this month with keen support from governments.
Apart from theatrical popularity, the first real test for 3D TV’s commercial viability in living rooms will be this year’s World Cup football finals in South Africa.
American sports broadcaster ESPN is going to broadcast 25 matches in 3D and may extend it to other sports ― probably another potential partnership opportunity for Samsung and other TV makers.