3D To Get Huge Boost From 2010 World Cup

Up until now, 3D has been mostly a joke. It required unsightly glasses, it was only available in a few places, and most 3D content was hardly entertaining. Today, however, 3D is experiencing a revolution. Movie producers are backing it, cinemas are spending money to support it, and even TV makers are marketing it. Only time will tell if consumers will buy in, but one thing is for sure: it'll be hard to ignore the World Cup in 3D.

The World Cup is arguably the biggest sporting spectacle in the world next to The Olympics, with it involving many countries and being a competition for national pride across the globe. The event, which will be hosted in South Africa, will be shown the world over in 3D for the first time. Up to 25 of the 2010 FIFA World Cup matches will be shot and produced in 3D, with Sony on board to provide the camera work. For what it's worth, Sony has been a huge proponent for 3D. It's pushing 3D on its HDTVs, its PlayStation 3 and its production equipment. Here's what the company's CEO has to say about it, followed by more specific details on viewing the matches in 3D:

"The transition to 3D is underway, and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the FIFA World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person," said Sir Howard Stringer, Chairman, CEO and President of Sony Corporation.

"This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport," said FIFA Secretary General Jerome Valcke. "We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour."

Viewers will be able to enjoy 3D experiences at the following locations:

- During the 2010 FIFA World Cup, FIFA will host the "International FIFA
Fan Fest(TM)" public viewing events in 7 cities around the world (Berlin,
London, Mexico City, Paris, Rio De Janeiro, Rome, and Sydney). At Sony's
commercial displays located within the "Fan Fest," people will be able to
enjoy and experience promotional highlight trailers of the FIFA World Cup
in 3D.

- In anticipation of the Official 3D Film, viewers will be able to watch
promotional trailers for the film of the World Cup in 3D at retail
outlets(including Sony stores) that sell Sony products around the world.

- Sony Pictures Home Entertainment plans to produce and distribute the
Official 3D Film on the Blu-ray Disc*[1] and other formats.

By combining the excitement of the FIFA World Cup with 3D images generated using Sony's technology and products, Sony and FIFA will seek to deliver 3D images that convey the action and emotion of the World Cup to viewers around the world, and a viewing experience as if they were in the stadium itself.