Is 3D getting the treatment it deserves? We've asked two experts.

Is the emergence of 3D print issues and titles a novelty or a potential business driver?

HSK: It's a nice short-term bonus, but not the lifeline that print is still searching for. It's more like an extra spoon of sugar - what might be better is an extra shot of espresso. Most importantly, keeping a new pair of glasses by your side just to read a newspaper or a magazine is not very appealing.

TC: I'd say it's a novelty, but a useful one. Our first issue was in 3D and bundled with 3D glasses. People reacted positively as it was a bit different, especially for a free magazine. Four issues in we're still known to some as 'the 3D mag' so it makes an impact for sure.

Which titles would work best with 3D elements and functions?

HSK: Anything worth grabbing (or with curves which need accentuating). Sports, Playboy, some lifestyle titles. One particular section where it will work the best is kids' magazines or comics.

TC: The old red and blue glasses method has been around for decades and it's rarely used. There's got to be a good reason for that. 3D film on the other hand has finally become watchable and genuinely good. The aged print technology looks good once, but it hasn't got longevity.

What advertisers would benefit from more 3D initiatives in their advertising?

HSK: It is eye-candy essentially; so all the stuff that should look visually appetising can make good use of it. As always, it's the idea that will win in any segment. If you can make it worthwhile to put on the glasses and look - that's the real thing.

TC: Porn and digital techy stuff. The porn magazine industry has to compete with the internet, so that's probably the way for them to go. Tech-heads love 3D too, one would assume. Media magazine could do some 3D graphs and charts once in a while, that would be a nice change.

As costs for 3D production could be high, is it worth the premium for brands and agencies?

HSK: Back to the coffee example, you will not pay for a larger cup, but you will for a better coffee . If everything becomes 3D it will lose its charm, but with selective 3D it will be worth the premium.

TC: Anyone intelligently adopting 3D in print advertising would be more noticeable. Rather than skimming over an ad, readers will want to see how well the 3D works and will spend longer looking at it. If it's good and innovative they'll tell their friends.

After film, TV and now print, which other media would be wise to adopt 3D technology?

HSK: Maybe it's time for tissue papers and stickers to go 3D - we could have something more entertaining in a washroom. OOH has an opportunity, but we have to overcome the glasses limitation.

TC: The gaming industry's having a stab at it. The Batman Arkham Asylum game of the year edition was re-drawn in 3D for its re-release. The first 10 minutes of play are bewildering, the next 30 minutes are great fun, while the novelty stays potent, and then you never go back to it and play it in normal mode.

Have you bought a 3D TV set, or are you planning to?

HSK: I would buy a set when there is enough software. And, of course, when the prices have dropped.

TC: If I could afford one and Hong Kong had cable channels that didn't look like they were streamed through tvshack.net. I think it'll take the same route as Hong Kong's pointless and minimal HD programming.


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This article was originally published in the 3 June 2010 issue of Media.