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Is the Queen’s speech a 3D marketing gimmick? | Forbes

December 26, 2012

From Forbes by Ewan Spence on 12/26/12

Her Majesty Queen Elizabeth II

Last year I was impressed with the hook to Elizabeth II’s Royal Christmas Message. Publishing the text of the speech through Amazon on the Kindle service was something practical, made sense given the increasing adoption of eBooks and tablets, and in a way heralded Amazon’s increasingly visible presence in consumer electronics.

I’m less impressed with the 2012 gimmick. And I’ll be honest, recording the message in 3D is nothing more than a gimmick. The ability to trick the human mind into seeing the third dimension through funny glasses in the comfort of your own home has long been possible, but there has been no indication at all that people actually want this… as opposed to the obvious demand for a Kindle.

The only place that 3D has had significant 21st century impact is in the motion picture industry, and even then it’s a confidence trick to add a few pounds on to the ticket price and try and keep the profits as high as they were when there was no competition for people’s entertainment budget. By hiding away a solitary 2D screening in one single screened cinema down a dark alley on the outskirts of a Northampton industrial estate (behind a sign penned by Douglas Adams that says ‘Beware of the leopard‘), the industry can say with a straight face that they are offering a choice. Seriously though, the reasons I skipped Prometheus in the cinema was the lack of a 2D screening.

If we’re going to play spot the tech trend via the Queen’s Speech then it is this. The pointless, unwanted, and expensive addition of 3D is going to continue, no matter if there is no demand from the public.

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