Taking 3-D to a new dimension: the TV

At the Consumer Electronics Show in Las Vegas, companies such as Panasonic Corp., Samsung and Texas Instruments Inc. will show off TV technology capable of displaying 3-D-like pictures. The industry is billing it as the next big leap in TV technology.

The idea of bringing 3-D to screens in the home is making a comeback after failed attempts, in the 1950s and then again in the 1970s. Hoping the third time will be the charm, manufacturers are making a concerted push this year to promote 3-D TV as the best way to enjoy live sporting events and action films.

"Unlike earlier attempts, it's not just gimmick to try to sell a bad horror movie," said Doug Darrow, a Texas Instruments executive. "It's a whole different picture now."

Backers of 3-D say there are compelling forces behind the technology, which they say has evolved significantly from the days of the red and cyan glasses.

Already, some 1,500 U.S. theaters are capable of showing 3-D images. In recent years, movies such as "Bolt" and "Beowulf" were shown in 3-D. Rock band U2 last year recorded a concert film in 3-D with the help of Burbank production company 3ality Digital.

In December, the National Football League dipped its toe in the water by broadcasting a 3-D game between the Oakland Raiders and the San Diego Chargers to select theaters, and the National Basketball Assn. is doing the same with some events during next month's All-Star game weekend.

What's more, a slate of nearly two dozen movies that can be shown in 3-D is scheduled for release over the next two years, including "Toy Story 3," "A Christmas Carol" and "Cloudy With a Chance of Meatballs."

Now, those same forces are lining up to find a way to bring 3-D into the living room.

"In many ways you have the perfect storm brewing," said David Wertheimer, executive director of the Entertainment Technology Center at USC. "Content makers, electronics vendors and consumers are aligned in their interest in bringing 3-D from the theater to the home."

To defray the extra expense of creating 3-D movies, which can cost 15% more to make, Hollywood studios are taking a hard look at ways to deliver 3-D to the home.