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AnnouncementsTuesday, January 12, 2010· Updated July 10, 2026· 1 min read

The Lost Surfer pickup of Sunday Times Story quoting David

ETC Editorial

Entertainment Technology Center

With the combined advent of 3DTVs headed to stores later this year, I do believe that 3D is here to stay, but I’m reluctant to agree with David Wertheimer, the director of the University of South California’s entertainment technology center when he says “It will quickly become the new norm. It’s no longer a gimmick, but an expectation.” Perhaps for big-budget blockbusters, but the technology still remains far too expensive for all the other movies.

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