MeDIa-teCh associationeurope address us addressP.O. Box 1104 P.O. Box 771507 D-63793 Kahl/Main Orlando, FloridaGermany 32877

Managing DirectorBryan Ekus

Phone: + 407 856 9100email: bekus@media-tech.net

www.media-tech.net

schedule of events, page 2

MeDIa-teChGolf InvitationalThe MEDIA-TECH Invitational isan exclusive gathering of opticalmedia executives and profession-als in a relaxed atmosphere thatfacilitates networking. Hosted bythe MEDIA-TECH Association, theInvitational is an invitation-onlyevent focused on improving cus-tomer-supplier relations across theoptical media supply chain.

Don’t play golf? not a problem.Non-golfers are encouraged to jointhe festivities with free lessonsfrom the golf pro, putting contestsand other activities of enjoyment.

It’s our tenth annIversary!

Issue 10 September 2011

Golf Invitational IssuePage 2

event Details, scheduleevents sponsors

MeDIa-teCh sponsorshipsBuild your company’s brand. Establish your com-pany’s leadership. Influence the most important sen-ior executives in the optical media industry.Sponsorship opportunities are limited – so act today!

Contact Bryan ekus for sponsorship info:tel: +1 407 856 9100 or bekus@media-tech.net

Driving range sponsor

What’s InsIDe• MeDIa-teCh, Colonial to return to las vegas next spring.................................page 3• Chat With north american replicators Committee Chair ray Zerrusen..............page 4• latest Market research for Blu-ray, DvD, videogames and Music CDs...pages 5-7, 12• Breakthrough in holographic storage; rose patent case update........................page 8• update on sony DaDC fire in london; digital revenue gaining at WMG.............page 9• Is 3D Getting too Much hype? opinion by David hill, Industry veteran.....pages 10-11

E*news issue #10 written, edited & designed for MeDIa-teCh by larry Jaffee, lsjaffee@gmail.com

PrelIMInary sCheDule

september 14, Wednesdayvenue: Park Plaza amsterdam airportMelbournestraat 1, lijnden 1175 rM, netherlands

15:00 replicators/Members Meeting18:30 Cocktail reception19:30 Informal Dinner

september 15, thursday10:30 Bus Departs from the hotel11:00 on-site registration12:40 Golf tournament at De hoge Dijk 18:00 19th hole 19:00 BBQ21:00 awards Ceremony

Note: The schedule is preliminary & subject to change

De Hoge Dijk is an 18-hole competition course (PAR71) with A-status, designed by the famous golf archi-tect Joan Dudok van Heel.

Gold sponsors

silver sponsors

MeDIa-teCh, ColonIal to

return to veGas next year

alonG WIth aIMMaLAS VEGAS – After a successful joint Las Vegasconference this past March between the Media-tech association and the Colonial PurchasingCo-op, the two organisations have decided to return to the city for an event April 18-20, 2012.

They will be joined at the convention by theamerican Information and Media Managementassociation (aIMMa), whose membership con-sists of non-theatrical replicators and duplicators. We spoke with Colonial president Doug Franzenabout how next year’s conference is shaping upand the co-op’s plans for expansion into Europeand Latin America.

“We picked those dates (April 18-20) becausethere isn’t a conflict with the Passover or Easter holi-days,” he noted. “In addition, a lot of our membersare planning to go to the NAB convention in Vegasand then they can jump over to our conference.”

There is also a Golf Master’s tournamentscheduled in the city around that time that willalso likely draw some optical media professionalswho are golfing enthusiasts, he added.

Immediately following the successful confer-ence at The Wynn this past March 23-24, theleaderships of both organisations decided theyshould continue to work together, and also returnto Las Vegas next year. The Wynn and severalother casino hotels are being considered to bethe venue.

Franzen attended Media-Tech’s European event May 3-4 in Hamburg, Germany, and dis-covered that replicators on the continent had a need for the kind of cooperative purchasing serv-ices successfuly offered in the US since 2004.

Bryan ekus (left) and Doug Franzen

They’re happy to take advantage of the opportu-nity,” he said.

By joining the co-op, participating companiesgain greater buying power for the materials theyneed to manufacture CDs and DVDs, includingresin and a variety of other consumables for discreplication, printing and packaging, which arebought in larger quantities, and thus loweringprice points.

Colonial looks to Mexico next“Europe is kind of what it was like in the US

ten years ago,” explained Franzen, who spokewith many very interested replicators at the Ham-burg event. Conversations kept on leading backto “we need something like that in Europe.”Franzen is hopeful that by this time next yearColonial will be up and running in Europe.

Separately, Colonial is planning to expand intoMexico and several South American countries,where there is also a need for joint buying.car-bonate, lacquer, bonding, ink, screens and tar-gets, as well as new and used equipment sales.

continued on page 4

Golf Invitational IssuePage 3

association news

a Chat WIth north aMerICan

rePlICators CoMMIttee ChaIr,oeM’s ray Zerrusen

Following the Media-TechAssociation’s new USreplicators’ committee firstmeeting in late July, wespoke with committeechairman ray Zerrusen,who also is president ofoptical experts Manu-facturing, Inc. (oeM), ofCharlotte, North Carolina,on what direction he seesthe group will be taking.

Fifteen companies attended the two-day eventon July 26-27 at OEM’s facility(http://oemdisc.biz). “I thought that was a reallygood turnout. We all saw a need for small inde-pendents to have a voice and we need an associ-ation for that. One hundred percent [of theparticipants] approved that we move ahead [withMedia-Tech],” he said.

A trade association such as Media-Tech willenable individual companies to collectively fightlegal issues that might come up as a group,which can be far more effective than going aboutit individually, Zerrusen pointed out.

The first case they’re likely to tackle togetheris a patent infringement lawsuit filed by a com-pany called Innovative Automation, which suedthis past May fifteen companies, including smallreplicators (that are Colonial members) and Sin-gulus. Zerrusen noted that the complaint wasfiled in a federal district court in Texas “favourableto patent peddlers.” He added, “Singulus says thepatent is not real, and no one is settling.”

Zerrusen also anticipates that their joint voiceunder Media-Tech will help in negotiating better

royalty terms with legitimate patent holders withwhom all replicators need to do business, suchas the 4C, 6C, and MPEG LA.

All the companies that attended are membersof the Colonial Purchasing Co-op, he noted. Byjoining Media-Tech, “there will be more leads tothe equipment suppliers,” Zerrusen said, alludingto MTA’s roots as a voice for equipment vendors.

aIMMa at next veGas event

Following two successful member-facility-basedmeetings in Bethesda, MD, and Rochester, NY in2011, the american Information and MediaManagement association (aIMMa) will join theMedia-Tech Association and the Colonial Pur-chasing Co-op in Las Vegas in April 2012 for acoordinated event.Founded in 1987 asthe American VideoDuplication Association (AVDA) and then as theAmerican Independent Media Manufacturers Associ-ation, the organisation (www.aimma.org) hasevolved into a multi-industry trade organization.AIMMA’s members comprise the majority of non-the-atrical replication and duplication capacity in NorthAmerican, and members now also represent theprint, packaging, multimedia, creative, mastering,web development and post-production industries.

2012 las veGas Plans

continued from page 3

Regarding next April’s event, Colonial willagain have its half-day members meeting, andalso provide input into what kinds of topics shouldbe covered in the joint conference, which will in-clude a couple of keynotes, he said.

Franzen anticipates that some of the Colonialmembers in Europe will also want to attend theLas Vegas event.

Golf Invitational IssuePage 4

association news

ray Zerrusen

eMa: Blu-ray sPenDInG uP

53% In 2010 over 2009Consumer spending in 2010 for DVD, Blu-rayand digital totaled $18.8 billion – a 3.3% declineover 2009, although Blu-ray disc spending in-creased 53% over 2009, reported the entertain-ment Merchants association (eMa) in its 2011D2 Report: Discs &

Digital – The Busi-

ness of Home En-

tertainment.

The report alsofound that the videogame industry was flat in2010 with $15.5 billion in consumer spending, butphysical discs are still the most common format.In the fourth quarter of 2010, 71% ofvideogames purchased by consumers were inphysical formats.

Key regions around the world in 2010 contin-ued to show similar performance to the US interms of packaged home entertainment sales, ac-cording to Media Control GfK International. Fourmajor regions showed significant Blu-ray growthbut overall declines in packaged media, as thenew format failed to completely offset falling salesof standard DVD.

In Western europe, Blu-ray unit sales grew76% in 2010, bringing the total retail market de-cline to less than 5% for the year. Select markets,however, including the German-speaking areasof Germany, Austria, Switzerland, France andFinland, countered the global trend and actuallyposted increased overall retail sales in 2010.

In eastern europe, the total packaged mediamarket decline was 4.6%, similar to Western Eu-rope, despite Blu-ray growth of 117%.

Japan’s packaged media market finished2010 virtually flat with a decline of less than 2%from 2009. Unit sales for the Blu-ray format grew

118%, giving Blu-ray a 14% share of the Japan-ese packaged home entertainment market, thehighest share of any territory measured by GfK.

The Australia/New Zealand region experi-enced packaged media sales down 13% for full-year 2010 while Blu-ray grew 95%.

Other highlights in the report include:• 44% of videogame console households havepurchased downloadable game content, and isexpected to grow to 58% by 2013.

• US households owning Sony’s PlayStation 3said it was used for playing DVDs and Blu-raydiscs 27% of the time and 13% of the time wasspent downloading or streaming movies.

• Microsoft’s Xbox was used 40% of the time fornon-game play.

• Consumer spending on DVD and Blu-ray discsaccounted for 42% of all video spending. Thiscompares with 25% spent at box office, 27% onpay/premium TV and 5% on video-on-demand(VOD) and electronic sell-through (EST).

• DVD and Blu-ray disc sales and rentals provide51% of studio video revenue. Studio revenuefrom box office is 26%, premium/pay TV is 16%, and VOD/EST is 7%.

• Spending on 3D Blu-ray discs in 2010 was$28.4 million, and is expected to grow to $682.2million by 2014.

• Rental consumer spending in 2011 is projectedto break down to 22% in traditional stores, 50%through subscription and 28% at kiosks.

The report provides retailer-specific analysison Amazon, BestBuy, DISH, GameStop, Hast-ings, Redbox, Netflix, Target and others.

Non-members can purchase copies of the re-port for $75 each in print or pdf versions fromwww.entmerch.org

10th anniversary IssuePage 5

Market research

DeG: us DvD rental Dollars

exCeeD sales In 1st halF oF ‘11US consumers spentmore money on DVDrentals than buyingdiscs in the first half of2011 for the first timesince 2000, reportedthe Digital entertain-ment Group.

The numbers might have been skewed, notedDEG, because rentals included subscriptionplans such as Netflix’s DVD and streaming serv-ice. Blu-ray Disc spending is up more than10% and overall consumer spending on homeentertainment is down 5%, despite a 16% drop inbox-office for titles that entered the home enter-tainment window in the first half of 2011.

DEG said this is notable because compar-isons to last year’s sales are so highly skewed bythe April 2010 release of Twentieth Century FoxHome Entertainment’s Avatar, Hollywood’s all-time box-office hit. In the second quarter of 2010alone, Avatar sold more than 12 million discs.

While Avatar’s phenomenal success a yearago makes for tough comparisons, the underlyingnumbers in the latest quarter showed encourag-ing signs, such as spending on Blu-ray up morethan 10% over the same period last year.

While first quarter 2011 home entertainmentspending was down 6.4%, second quarter spend-ing was down only 3.6%, which is an especiallyimpressive improvement considering the absenceof Avatar, and a further indication of stabilization.

In the second quarter, the number of Blu-rayhomes grew 16% over 2010 (inclusive of BD set-tops, PS3s and HTiBs,) bringing the total house-hold penetration of all Blu-ray compatible devicesto more than 31.6 million US homes.

With the enormous slate of theatrical block-busters coming to home entertainment in thethird and fourth quarters, including Transformers:

Dark of the Moon, Harry Potter and the Deathly

Hallows: Part 2, The Hangover Part II, Pirates of

the Caribbean: On Stranger Tides, and Fast Five,DEG said the industry is extremely optimisticabout the second half of the year.

More info at www.degonline.org

Ihs: 1.75 MIllIon BD3D DIsCs

solD In FIrst year In usUS consumers purchasedan estimated 1.75 millionBlu-ray 3D discs during theformat's first 12 months onthe market, and broughthome another 1.7 million units aspart of hardware/software bundling deals, accord-ing to a new Ihs screen Digest report entitled“Life in 3D: BD3D’s First Year of Sales.”

From June 22, 2010 to June 21, 2011, 1.59million BD3D feature films were sold in the US.When combined with the format’s 161,700 non-feature units, 1.75 million BD3D total units weresold at retail, according to an IHS analysis ofNielsen VideoScan point-of-sale data.

Another 1.7 million BD3D discs were deliv-ered to US consumers through hardwarebundling deals during the same period, bringingthe total to 3.5 million, IHS estimates.

A total of 93 BD3D titles were expected forUS release during 2010 and 2011, the first twocalendar years of the format’s availability. In com-parison, 448 Blu-ray titles were released duringthat format’s first two years in the market. Evenwith the format’s limited number of titles, a total of507,293 BD3D discs were sold in 2010.

10th anniversary IssuePage 6

latest Market research

nPD: us Blu-ray DIsC Market

reaChes 26 MIllIon ConsuMers

The number of Blu-raydisc buyers in the UShas grown to accountfor more than one-fifthof the country’s total packaged home entertain-ment market, according to a new study by thenPD Group.

The research firm estimates that there are cur-rently 116 million physical disc buyers in the US,down 9.4% from 128 million in 2009. However, NPDsays the country’s nearly 26 million Blu-ray buyershave helped to keep that number from sliding fur-ther. Blu-ray buyers are also beginning to buy moremovies than they did in 2009 or 2010, including bothnew releases and older catalogue content.

Among other stats in NPD’s report:• 15% of U.S. consumers reported using a Blu-ray player in the prior six months in March 2011,up from 9% the prior year • 49% of PlayStation 3 owners are viewing Blu-raymovies on their game consoles at least once a month • 50% of consumers who intend to buy Blu-rayset-top players in the next six months cite the de-sire to use available subscription video downloadservices as a primary reason.

uk reCorDeD MusIC DeClIne

UK music industry revenues totaled £3.8 billion,down 4.8% or £189 million, from a high of £3.9billion in 2009, according to a new report by Prsfor Music. Consumers continued to spend lesson recorded music, especially in the fourth quar-ter. Through continual diversification of their busi-ness models, non-physical earnings now accountfor an estimated 41% of total revenues for UKrecord labels. Consumer revenues from live andrecorded music fell 7.3% to £2.7 billion and nowconstitute 72% of the total industry.

Gartner: vIDeoGaMe InDustry

ContInues MaJor GroWth

The videogame industryis expected to continuegrowing at a rapid pacefor several years tocome, with game-re-lated spending reaching $112 billion by 2015, ac-cording to a report by Gartner, the technologyresearch company.

The report, “Gaming Ecosystem, 2011,” saidspending on videogame hardware and games in2011 was expected to exceed $74 billion, up from$67 billion on games in 2010. But the fastestgrowth is likely to come in mobile gaming, saidTuong Nguyen, principal research analyst atGartner and co-author of the report. He predictedthat the sales and use of hand-held gaming con-soles, including those made by Sony or Nintendo, would slow as young gamers opted for a smart-phone or tablet instead of a dedicated gamingdevice. Mobile gaming will grow “from 15% in2010 to 20% in 2015,” according to the report,accounting for the largest amount of growth com-pared with other gaming platforms.

neWs BrIeFs

amazon recorded a 27% year-over-year in-crease in worldwide media sales during its sec-ond quarter ended June 30) totaling $3.66 billionin revenue. Sales of media products (from Blu-ray discs to e-books and video streams) in NorthAmerica, meanwhile, increased 20% during thequarter to nearly $1.6 billion.

US satellite TV service Dish network plans tokeep 1,500 of the 1,700 Blockbuster storesopen, the Los Angeles Times reported.

10th anniversary IssuePage 7

latest Market research

Ge DeMonstrates 500GB holoGraPhIC DIsC

Ge Global research recently demonstrated amicro-holographic material that can support 500GB of storage capacity in a standard DVD-sizedisc, thus matching the capacity of 20 single-layer Blu-ray discs or 100 DVDs.

The disc was de-veloped at GE GlobalResearch’s AppliedOptics Lab inNiskayuna, NY.

Whereas DVDsand Blu-ray discs store information only on up tofour layers at the surface of the disc, holographicstorage technology uses the entire volume of thedisc material. Holograms, or 3D patterns that rep-resent bits of information, are written into the discat controlled depths, and can then be read out.

The aim of GE, which has been working onholographic storage technology for more than eightyears, is working toward micro-holographic discsthat can store more than 1 terabyte or 1,000 GB.

In the near future, GE’s research and licensingteams will be sampling media to qualified companiesinterested in licensing its proprietary holographic datastorage platform, a comprehensive portfolio that in-cludes materials, discs, optical systems for manufac-turing and optical drive technologies.

GerMan start-uP to DeBut

arChIvInG oPtICal DIsC

syylex aG, of Villingen-Schwenningen, Ger-many, intends to produce GlassMasterDisc, anarchiving optical disc the size of a DVD based onan engraved glass substrate, reported Storage

Newsletter. Syylex launched in April 2011. The media is supposed to be archived 100

years or more and seems to be based on a tech-nology similar to the Century Disc from Digi-press/Plasmon oMt, reported the newsletter.

Other firms working on archiving data media:• Hertfordshire, UK-based Plarion, with an opticaldisc for long-term archiving, whose CEO is BobLongman, previously technical director of defunctPlasmon• Millenniata in American Fork, UT (US) with M-DISC• northern star spol in Praha, Czech Republic,with DataTresorDisc Institute of InformationRecording Problems, NASU, in Kiev, Ukraine• Japanese Panasonic with BD-R for “50 to 100years”• essilex, Paris, France• General storage & technology, Oslo, Norway

rose Patent ClaIMs reJeCteD

In PrelIMInary reexaMInatIon

The more than decade-old patent dispute promul-gated by an inventor named David h. rose, ofBethesda, Maryland, and his company nex-omni, LLC, against companies that manufacturenon-circular optical discs continues to snarl itsway through the United States Patent and Trade-mark Office.

There has been no action in the case sinceMarch 30, according to Mohab Sabry, whose com-pany Digital Flex Media, Inc., of Rancho Cuca-monga, California, has been challenging the patent.

A preliminary reexamination earlier this yearby the Patent Office resulted in a rejection of allclaims made by Rose, whose says his patentcovers a personal computer data storage cardand method for transferring information betweenthe data storage card and personal computers.Digital Flex Media is waiting for the Examiner toissue another Office Action in the case.

Golf Cup IssuePage 8

technology update

lonDon FIre Destroys sony

DaDC DIstrIButIon Centre

The complete destruction last month of sonyDaDC’s distribution facility in Enfield, GreaterLondon, prompted by violence throughout Eng-land, has devastated independent music labelsand DVD distributors whose inventories werestored there.

Initial estimates of the affected parties’ prop-erty destroyed by the fire are in excess of £30million, and it hasn’t been determined to what ex-tent insurance will cover losses at the three-storey, 20,000 square-metre warehouse, whichopened in 2006.

Three teenagers reportedly were arrested forallegedly starting the fire. Within weeks of thedevastation, Sony DADC replicated the lost discsand established an interim distribution centre forthe UK. Logistics firm Cert octavian and Cinramhave assisted in getting the operation up and run-ning, as well as new discs replicated.

The destroyed facility held as many as 30 mil-lion CDs, DVDs, Blu-ray and videogame discs andblank media. Indie music record labels affected bythe fire include: 4AD, Domino, XL, Mute, RoughTrade, Matador, Sub Pop, and Beggars Banquet.The UK’s largest independent sales, marketing anddistribution, company, Pias, warehoused numerouslabels’ CD stock there, as did independent filmDVD distributors, including the BFI, BBC, ArtificialEye, Dogwoof, and Palisades Tartan.

Industry analyst Paul Scaife told The

Guardian: “Physical retail is still absolutely crucialto many in the independent sector and if – asseems quite likely – several smaller labels aren’tcovered by insurers, this could be the differencebetween survival and going out of business.”

Sony DADC stated days following the fire,“We are working very closely with our customers

and based on their release schedules, 1.5 milliondiscs are in the process of being remanufacturedat both our manufacturing sites in the UK andAustria. In addition, we are extending our directto retail distribution from our UK manufacturingsite to reduce shipment delays – discs which arecurrently in our inventory have already beenshipped today and the first of the remanufactureddiscs from the stock affected by the fire will bedelivered tomorrow.

DIGItal aCCounteD For nearly

thIrD oF total WMG revenue

For the third quarter ended June 30, 2011,Warner Music Group reported revenue grew5.2% to $686 million from $652 million in theprior-year quarter. US revenue was down 8.3%while international revenue improved 16.2%, or4.5% on a constant-currency basis. Revenuegrowth in France and Japan offset declines in theUS, UK and other parts of Europe.

Digital revenue of $203 million grew 13.4% overthe prior-year quarter, or 9.1% on a constant-cur-rency basis. Digital accounted for 30% of total rev-enue, up 13% from $179 million in the prior-yearquarter, and up 9% on a constant-currency basis.

“We are approaching the point where the majorityof our U.S. Recorded Music business will be digital,”said Warner Music Group CEO Edgar Bronfman, Jr.

Golf Cup IssuePage 9

Business news

3D or not 3D? that Is the QuestIon…….and I am sure if shakespeare hadbeen around today he would haveasked the same thing!

You see, I am an industry professional, havingbeen around for 30 years and working daily in theOptical Disc arena. I am a real ‘techy’ and love agadget, yet in spite of all this, I do not “get” 3D. I should “get it” because my income, and in returnmy future, depends on it. Yet I need to feel safethat any investment I make will provide a returnover the term (it is difficult enough already, whatwith the multi-claimant royalty fiasco and the costof Blu-ray manufacturing helping to stifle the mar-ket for the independent.) I just don’t want to be in-volved in something that is possibly doomed tofailure.

I will explain… I was sitting in a restaurant,just the other night, with an industry colleaguehaving the most wonderful dinner and the subjecttypically turned to the current industry news. Letme set the scene…she is young, very intelligentand savvy, (your typical advocate for the latesttechnology) so I asked, “Do you have a 3D tellyyet?” Her reply is one I have heard far too manytimes, “I can’t watch it – it makes my head gofunny!”

Now maybe I hang out with the wrong kind ofpeople, and those who know me will no doubt en-dorse the possibility of that, but too many peopleI know personally, who have no axe to grind inany way, report the same thing: that watching 3Dcontent makes them go dizzy, feel nauseous orget migraines.

A little investigation I think is warranted. 3Dand stereoscopic vision are certainly not new

technologies. Newly released photos show how ateam of World War II experts, disrupted Naziplans to bombard Britain with the help of 3Dglasses like those found in modern cinemas. Tostop the launch of deadly V1 and V2 rockets, ateam of photographic interpreters used a secretweapon: a simple Victorian (yes, Victorian) inven-tion called a stereoscope, which brought theenemy landscape into 3D. ‘Operation Crossbow’they called it.

To make it work, pilots from the reconnais-sance unit risked their lives by flying unarmedSpitfires – unarmed because of the weight of fivecameras – at 30,000 feet in enemy airspace totake tens of millions of photographs, ultimatelygenerating 36 million prints. To make the 3D ef-fect work, images had to be captured in carefullyplotted sequences, which would overlap eachother by 60%. When viewed through the stereo-scope, everything would then stand up.

Interestingly, reports show that the people that

Golf Cup IssuePage 10

opinion by David hill,industry veteran

had to analyse these photographs, for manyhours at a time, started to suffer with headachesand nausea!

So, more investigation needed… Apparentlythere are discussions about the side effects offeeding the human brain with deliberately differ-ent images through each eye and forcing thebrain to ‘compute’ the 3D effect over a period ofviewing time. Some studies have suggested thiscan lead to a significant increase in anxiety, espe-cially in those predisposed to conditions such asanxiety or depression.

When JamesCameron’s filmAvatar was re-leased at the cin-ema, there weremany reports ofindividuals com-mitting suicideafter watching thefilm. This was ex-plained in themedia as hap-pening due to in-dividuals – who were already suffering fromdepression – having their condition exacerbatedby seeing what a wonderful place the fictionalPandora is (especially in Hyper-Realistic 3Dmode.)

They would then face the realisation that theycould never go to ‘Pandora’ and would proceedto make the ultimate sacrifice. But were thesedepressive tendencies actually the reason afterall?

Something is going on, for sure, which is notyet clear. We see in 3D, so in theory, 3D shouldbe natural…except artificial and ‘pumped’ 3D isnot natural at all, is it? This is why many people,through no fault of their own, cannot process the

stereoscopic images in a way that doesn’t makethem feel dizzy or nauseous.

Thankfully I don’t suffer at all in this respect Iimagine because most of my brain tissue has beenremoved by 30 years of industry event alcoholabuse! However I did perform a little experiment.Taking apart an old pair of video glasses, I deliber-ately fed completely separate images to each eyeindividually and forced myself to watch for 30 min-utes...nothing.

So I then had a friend, who is unable to watch3D, try the same experiment…again nothing. So

just to check, I made himwatch a 3D movie.Within 2 minutes and 10seconds of beginningthe film, he had to stopwatching!

In Asia, the manu-facturers have a warn-ing appear on screenafter a couple of hoursof 3D viewing, tellingyou to stop and take a

rest, which then gets larger if ignored and ulti-mately turns off 3D mode completely after a pe-riod of time. In Asia, I repeat, where health andsafety regulations are in very early stages of ap-plication and compliance.

How come these warnings have not made it tothe West yet? Worse still, what is it they are nottelling us? What is the research that is behind theinclusion of such warnings?

I watched last night a movie on Blu-ray and in2D. Great film and I enjoyed it immensely: goodstory, fantastic production, and it made me ques-tion – all said and done, would I have really en-joyed it more in 3D?

Somehow I don’t think so…

Golf Cup IssuePage 11

opinion by David hill,industry veteran

“Too many people I know

personally, who have no axe to

grind in any way, report the same

thing: that watching 3D content

makes them go dizzy, feel

nauseous or get migraines...”

Golf Cup IssuePage 12

Facts & Figures

how has your spendingbeen affected, if at all, as aresult of current economic

conditions?

source: nielsen 360 Gaming report

source: entertainment Merchants association

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