Sunday Times quotes David and ETC/CEA study in Avatar story

Last week the University of Southern California (USC) published a report suggesting that after seeing a 3-D film in the cinema in 2009, 40% of people would prefer to watch television in 3-D, too.

“It will quickly become the new norm,” said David Wertheimer, director of USC’s entertainment technology centre. “It’s no
longer a gimmick, but an expectation.”

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