Polaroid launches 3D marketing campaign

With sales of passive 3D televisions forecast to increase significantly this year, Polaroid has begun a campaign to support sales of its 3D range through the UK optical channel, cinemas and online.

Although manufacturers such as Polaroid and Oakley had stated that their passive circular polarised 3D technology outperformed the active/shutter alternative (News 17.12.10), a lack of standardisation meant that limited marketing activity had taken place to support 3D eyewear.

However, Polaroid has now stepped up its 3D promotion with the prediction that passive 3D technology, already the preferred option for film production, will take 'a significant portion' of the UK's growing 3D TV market in 2011.