Our take...
This title was distributed in both 2D and 3D when it was released in US cinemas (and international cinemas) from July 2008. The 3D screenings accounted for the lion's share of the total US opening weekend box office of $21.0m (57% of revenues), despite representing just 30% of screens. By making the 3D version available on video, New Line is more likely to emulate the title's theatrical performance and maximise its potential returns.

Whilst consumer electronics manufacturers are developing 3D displays and the industry is working to establish industry specifications (see link below), there is currently no standard for the delivery of digital 3D home entertainment content, nor is there an installed base of screens capable of displaying it. Indeed, a viable market for digital 3D content in the home remains some way off. Consequently, the 3D version of New Line's film is traditional anaglyph format. Given that the latter is inferior to the digital 3D cinema experience, it could be perceived as a backwards step, particularly since the industry is working hard to dispell the suggestion that 3D remains the novelty that it was considered first time around. Clearly, those studios releasing 3D titles on video in anaglyph format - Disney adopted the same approach recently for the release of Hannah Montana and Miley Cyrus: Best of Both Worlds Concert Tour - believe that the benefits of the strategy outweigh the risks. It will at least enable consumers to become accustomed to the concept of 3D home entertainment, and may whet their appetite for the digital 3D solutions in development.