Panasonic seems to be making leaps in the 3rd dimension, as they have now upstarted an advanced Blu-ray disc authoring laboratory in Hollywood, for 3D content! The motive is to produce consumer Blu-ray 3D Home Theater products by 2010. This lab is making "3D Full HD", and it’ll be working directly with various studios.
In terms of gear to play these discs, Panasonic plans a Plasma 3D Full HD home theater system (which was previewed at CES 2009), a 3D-ready digital cinema projector (Theatrical Dolby 3-D system) with a 380-inch screen theater for 3D HD picture quality evaluation, and a 3-D ready MPEG-4 AVC High Profile encoder.
Eisuke Tsuyuzaki, Managing Director of Panasonic Hollywood Laboratory said, "Panasonic recognizes that for 3D FHD to succeed, just like Blu-ray, collaboration on research, development and production with studios and content providers is absolutely essential". He added: "The creation of the new PHL Authoring Center will enable Hollywood to start trial production and ultimately create commercially available 3D FHD titles to realize a new window into reality, and elevate the level of High Definition entertainment that consumers can enjoy in their own homes."