Sony has begun its assault to shape our wants and desires for 3D home theater.
Sony is no stranger to innovation and has no aversion to risk. When they added a Blu-Ray drive to every PS3 during the HD wars - it actually hurt the PS3 during the first couple years thanks to the high manufacturing cost - but it's now paying off big.
The major game publishers such as EA are adding extra content exclusive to the PS3 - all thanks to Blu-Ray's massive storage capacity.
Here's the question: Can Sony do it all over again, this time with 3D? Apparently the consumer electronics giant is not at all concerned about the challenge of getting consumers to adopt 3D tech in their homes.
Sony is shrewdly using the PS3 - and more specifically 3D gaming - to help usher in the era of 3D home theater entertainment.
Sony just released a free firmware update that activates Blu-ray 3D capability for previously announced Blu-ray Disc models including the BDP-S470 and BDP-S570 players and the BDV-E570 and BDV-E770W home theater systems.
Sony now offers consumers the most diverse line of 3D-capable home entertainment products including 19 BRAVIA® HDTVs, Blu-ray Disc players and theater systems, and audio/video components that offer various levels of performance and features.
It's all part of their master plan for 3D, according to Scott Rohde a Sony VP:
"The best thing I can relate this to is the Blu-Ray launch. I think this is like a rewind for me; a lot of the same questions. It's a distinct strategy that we've chosen to take to be on the bleeding edge and drive the market into these new experiences. So we're not worried about quick adoption rate. We're driving people to adopt period."