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Consumer electronics companies are betting big on 3-D television. The 3-D landmark movie Avatar is the highest grossing pic of all fourth dimension, so it's no wonder Sony, Samsung, Panasonic, and Toshiba are aiming to bring that kind of box-office dough to the living room. All the same 3-D TVs haven't caught burn down among consumers. Here's why it'southward the fault of marketers–not manufacturers.

At Best Buy's holiday preview outcome Tuesday, company heads discussed how 3-D TVs were a surprise disappointment for retailers. "The industry overall had higher expectations for 3-D than what we're seeing at present," said Mike Vitelli, Best Buy president, Americas.

Indeed, adoption rates accept been low. Ane recent survey revealed that 83% of respondents didn't consider 3-D TVs important enough to buy. Having to wear 3-D spectacles was a central complaint for consumers.

Best Buy, which has made iii-D TVs a centerpiece of its vacation offerings, doesn't think they're to blame. "It's a marketing problem," says Vitelli. "Both in stores and the way [information technology'south] advertised currently, you go the concept that that's all it tin do. Information technology's limiting the consumer awareness and credence."

Best Buy CEO Brian Dunn agreed.

"I person said to me, 'Gee, I don't know if I would want a 3-D Television receiver because if you lot don't have the spectacles on, information technology's cloudy or fuzzy," Dunn said. "The truth is, a 3-D Television receiver is your all-time 2-D Television receiver besides. The 3-D is only a characteristic."

This is one message that the ads and promotional cloth accept failed to convey to consumers. Endeavour to think of a single commercial where the actors are non wearing oversize 3-D glasses, and flashy images aren't shown leaping from the screen toward laughing families or Justin Timberlake. You'd never know 3-D TVs work the same way as their 2-D counterparts, or that spectacles are not required unless the content viewed is in 3-D.

"Marketing [needs] people to empathize that it's a feature, like air conditioning in your car," said Vitelli. "Originally, air conditioning was a high-end feature. Now, information technology'southward ubiquitous."