Watching television in 3D can be an amazing spectacle. Heading to Best Buy, CostCo or a Sony Store to check out a demo makes everything look so amazing. But the question is, will 3D really catch on enough to justify purchasing a new flat screen TV? South, a sports bar on Wilshire Blvd. in Santa Monica, is betting that it will.
Thanks to a partnership with 3D television maker Vizio, South has created a 3D viewer's paradise-- over 40 3D capable flat screens, not to mention 18 beers on tap, 12 of which are craft brews. But let us focus on the televisions. The relationship between South and Vizio came about when an ad agency, Initiative, sought out a landing spot for Vizio to partner with for a 3D sports bar in Los Angeles. Owner Adam Milstein recalled that while South was initially one of roughly 20 prospective sights, the connection between Vizio and South ultimately came down to South's established presence within Santa Monica-- not just among sports fans, but within the community. Ultimately, the match was made earlier this fall, glitzy launch party and all.
In the long view, 3D looks to be on the way up. But in the short term, results have been mixed. Given that 3D programming is still in its infancy, there is not enough sports television to warrant that many TVs. While the screens are all of course able to broadcast in 2D high definition, the bet is being placed on future expansion in sports broadcasting. Currently, DirecTV has only a handful of 3D stations, including one from ESPN. And while the worldwide leader does have 3D sports on 24 hours a day, the number of live events broadcasting in the medium is limited.
In the meantime, South is coming up with other uses for the 3D capable screens aside from sports. Currently, South has 3D gaming consoles available for patrons, to provide that extra dose of reality for POV titles such as Call of Duty. In addition, some rooms have been equipped with 3D blue ray players, to allow for a movie screening, should South decide to venture in that direction; according to Milstein, the company is reviewing different options: "If we are going to do it, we have to di it right." Gaming tournaments (Madden anyone?) could be a great way to supplement South's revenue, for a relatively low marginal cost.
Another big concern is the 3D glasses, which for some screen are well over $100 a pop. This is where the passive 3D technology of Vizio screens becomes an important consideration. As both Milstein and manager Jack Baker noted, the glasses are affordable, but still provide enough range to allow customers to switch between screens quickly. And since the glasses are relatively inexpensive, South hands them out gratis, with only an ID required as a deposit.
Overall, the move is a bold one for Vizio, and definitely a win-win for South. Whether or not 3D television takes off remains to be seen, but by positioning themselves ahead of the curve, South appears ready to capitalize on the next big thing to hit sports television. And if you think you might be in the market for 3D, or just want to experience it without having to wait behind some guy at Best Buy for 30 minutes while he constantly takes the glasses on and off... the experience is definitely impressive.
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