3D Here and now…a goose that lays a golden egg?

With the worldwide success of certain blockbuster 3D movies, and the standardisation of 3D technology, substantial progress has been made in the 3D arena. Many people who were once skeptical about 3D, are now over-excited. Whilst 3D technology has the potential of generating additional revenue in the mid term, there is also a longer term risk of industry players overselling or overpricing the whole 3D experience.