3D--What Next?

Not so long ago, adding two letters to a movie--3D--seemed to be the way to justify premium pricing and boost box-office receipts in a hurry. Avatar helped fuel that phenomenon, adding to the anticipation of not only the movie but also the 3D experience.

Today, 3D isn't an automatic win. In fact, some would-be blockbuster movies haven't fared all that well in 3D. Still, 3D TV is gaining momentum (slowly), and 3D digital games have been called the way of the future.

Now 3D ads are arriving in a kitchen, building, or billboard near you. Nestle's entry is an "augmented reality" bird based on the Rio movie, cut out from a box of Chocapic cereal. The Lexus 3D billboard (above) is actually a projection on the Hotel Roosevelt in California. Watch for more 3D excitement anywhere and everywhere--until the 3D excitement becomes part of everyday life and a ho-hum response pushes marketers to look for the next new thing.