The film industry is one of the most competitive industries. Technology, opinions, methods and people are constantly evolving and opening doors to opportunities. This sentence is a bit stylistically awkward.-Christopher Thacker 06/04/2010 20:17 Among these Among which? -Christopher Thacker 04/06/10 8:17 p.m. is the increase in popularity of 3D films. A historically strong company in the field, Sony, is preparing to be at the forefront of this wave. To better understand how this will be perceived by consumers, the Cinema Consulting Group compiled questions and interviewed several people. The results confirmed that there is a significant market for new 3D films, but there are limits to what will be accepted. You should make this clear at the beginning. -Christopher Thacker 04/06/2010 8:18 PM There are also other factors beyond consumers that need to be considered when considering the future of the 3D market. Where is our opportunity? Through research, the Cinema Consulting Group has determined that 3D films represent a huge opportunity for Sony Pictures. “3D is clearly on its way to the mass market,” Howard Stringer said at a press conference. (2010, paragraph 2) whenever there is a possible market or potential new opportunity, it is the responsibility of the Cinema Consulting Group to analyze the situation. In the past, 3D has enjoyed uneven popularity. Today, technological advancements have been made that allow filmmakers to produce 3D films in a digital format, unlike the old analog method. “Filmmakers say that 3D, like sound and color, really breaks the barrier between audience and film” (Quittner, 2010, para. 3) Sony images have proven in the past that it is 'a co..... . middle of paper...... says "I would love to see old movies in 3D!" (2010, personal interview) Where do we go from here? Many developments are still underway to continue this 3D revolution. It started with Avatar and was recently brought into the public eye. It is still difficult to determine the outcome of things to come, but one thing is certain: public demands are constantly evolving. When introducing a new element to a form or entertainment, it is necessary to do a lot of research and stay tuned to the street. People will tell you what you want to know, as long as you know where and how to ask. I would recommend exploring more elements of this opportunity. One of the things that is becoming evident is the disparity between the number of 3D films scheduled for release and the limited number of movie theaters across the country..