Will 3D save the Blu-ray format?

That's the optimistic forecast among home video executives -- and the impetus for what has become an aggressive ramp-up to create the necessary tools for 3D-enabled Blu-ray discs.

"Many people believe 3D is going to get Blu-ray a renewed life in the market," says Ahmad Ouri, head of strategy, technology and marketing at Technicolor. "There are mixed reports about how successful Blu-ray has been. 3D is one feature that is definitely going to differentiate Blu-ray from conventional DVD."

With 3D hits like "Avatar" priming consumers to want to replicate the theatrical experience in the home, industry momentum behind the format could not be stronger.

Add to that the announcement in late 2009 of a 3D Blu-ray technical specification by the Blu-ray Disc Assn. Makers of 3D Blu-ray players and discs now share consistent underlying technology, enabling compatibility between products and sidestepping the potential for a format war.

That convergence has lit a fire under the key suppliers readying to provide authoring, encoding and related services for the packaged media that will be needed to entice consumers.

"What was holding everyone up was the standard," says Jim Houston, vp technology and engineering at Colorworks, Sony Pictures' new post facility, which offers a 3D mastering suite. "There was no consistent platform on which to deliver the material. With a standard, there will be a race to get it done."

At last month's Consumer Electronics Show, several 3D-capable Blu-ray players were introduced. Many are expected to arrive in the market starting in the second quarter, from such manufacturers as Panasonic and Sony, which also is planning to offer support in its PlayStation 3 players.

"There is a fair amount of excitement -- it's getting pumped before the game," says Greg Gewickey, vp technology strategy at Deluxe Digital Studios. "A lot of people realize there is going to be a lot of work and uncertainties, but those kinds of challenges are exciting to the engineering community."

Such companies as Sony, Deluxe and Technicolor -- all of which are BDA members -- already are far along in their plans, which include third-party tools and in some cases development of their own techniques.

Deluxe has been working overtime to update its tools to conform to 3D Blu-ray standards. "We have been active in doing that and talking with our studio partners about their expectations," Gewickey says.

Among the first 3D Blu-ray titles expected to reach the market are DreamWorks Animation's "Monsters vs. Aliens," Sony's "Cloudy With a Chance of Meatballs" and Disney's "A Christmas Carol."