Panasonic Ties Up Avatar 3D Blu-ray Rights Until 2012

We can't help but wonder if someone at Panasonic has some dirt on one of the higher ups working for Twentieth Century Fox. Either that, or Panasonic should really consider giving a raise to the sweet talking, silver tongued rep who managed to talk the film studio into giving it exclusive rights to distribute the 3D Blu-ray version of Avatar with 3D televisions and Blu-ray players until 2012. Isn't the world supposed to end in 2012 anyway?

That information (about Panasonic's exclusivity rights, not the end of the world) comes courtesy of, which claims Panasonic confirmed the deal. If true, it would seem movie studios -- and in this case, Twentieth Century Fox -- are shooting themselves in the foot in promoting 3D. Movie makers have been trying to shove 3D content down our throats for decades, and it was Avatar that really prompted the current 3D frenzy, so it seems counterproductive to lock it down to an exclusivity deal until 2012. Or maybe Twentieth Century Fox is buying itself a little insurance in the form of a lucrative distribution deal in case this whole 3D thing turns out to be a temporary fad, one that fizzles by the time 2012 rolls around.

In any event, if you want to purchase Avatar on 3D Blu-ray, your options are limited. You can snag an overpriced copy from Ebay or Craigslist, claim your free copy with the purchase of a qualifying 3D TV set from Panasonic, or pick up a $400 3D Ultimate Pack (currently marked down to $360), which includes the aforementioned movie and two pairs of active shutter 3D glasses.