The Latest Sport’s Experience: Games Go 3D-HD to Keep Customers

With the increasing popularity and affordability of home entertainment systems, Nielsen Entertainment/NRG reports ticket sales at local theaters have dropped 9 nine percent in 2005. Although data for 2006 haves not yet been compiled, the results do not look any more optimistic. In an attempt to reverse this declining trend in movie ticket sales, Shari Redstone, president of the National Amusements theater chain said, “We want to transition our theaters from being traditional movie theaters to being community entertainment destinations, and what better way to do this than sports?” The sports entertainment industry must be listening to Redstone because this week two major sporting events, the NBA All-Star game and the NASCAR Daytona 500, are providing 3D-HD programming for select customers. If these business ventures are successful, we should expect to see live sports telecasts in 3D-HD at local theaters soon.

ESPN and FOX Entertainment will introduce pay-per-view packages with 3D instant replay at this year’s NASCAR Daytona 500. By installing GPS trackers on race cars, FOX will be able to use computers to recreate video versions of exciting race situations such as car wrecks and near collisions. Just like XBox’s NASCAR 06 game shown to the right, the broadcasters can select multiple views to show exactly how the accidents occurred and simulate evasive maneuvers that could have prevented the collision. These visual enhancements can only make the viewer feel closer to the action and more connected with the entertainment experience. From a business perspective, increasing the fan’s enjoyment will help increase sales and minimize any initial objections for paying premiums to view the sport. By enhancing the sport’s actions through 3D-HD technology, the sports industry hopes to hold onto the loyal fans that cannot afford to attend the actual sport events but still are willing to pay for the video entertainment.

On the same day that the Daytona 500 is being piped into viewer’s homes on pay TV, the NBA All-Star game is being staged in Las Vegas, Nevada. Almost 3,500 lucky viewers will be selected to witness the first live 3D-HD telecast of an NBA game from the Mandalay Bay Resort & Casino. PACE Technologies, a leader in digital video equipment has specifically designed a Sports Fusion 3D-HD camera system to capture all the actions on the court. The PACE double-lensed camera system is shown in the picture to the left. Michael Rokosa, vice president of engineering for NBA Entertainment said, “Our hopes are to understand the emerging technology and where our world of entertainment is going.” If this event is successful, it will accelerate the transfer of live sport’s arena experiences to local theaters across the nation.

Just like the Daytona 500 event, ticket prices to professional basketball games are slowly becoming unafforable for ordinary fans. But basketball promoters may follow the lead of their counterparts in major league baseball. During the 2004 baseball season, the National Amusements theater chain began screening HD broadcasts of Boston Red Sox games in their Showcase Cinemas throughout New England because of the scarcity of tickets. To help simulate the game-like experience, vendors strolled through the theater aisles hawking popcorn, peanuts, and beer. As Redstone, a diehard Red Sox fan said, “The experience is more important, really, than what you are showing.” Building on this successful model, NBA Entertainment will add 3D effects to giant theater screens to make the fans feel like they can almost touch the ball. With the rapid advancement of technology over the last decade, the possibilities are endless how far the promoters of sporting events can actually involve the fans. Emerging technology holds the promise of satisfying the fan’s ultimate fantasy of playing on his favorite professional team. Some rabid basketball fans would pay a small fortune to be given the opportunity to hit a three point shot over Kobe Bryant and beat the Lakers just before time expired on the game clock. Rokosa told reporters at the pre-game events in Las Vegas, “You know the saying a picture is worth a thousand words? This one is worth two-thousand." Maybe Rokosa really meant a thousand dollars!