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Disney, Sony team on 3D, Blu-ray marketing

Consumers buying Bravia TVs will get pick of films

Disney and Sony have joined forces to market 3D movies, TV and Blu-ray to consumers, kicking off with “Alice in Wonderland” and “Bolt” timed to the holiday season.

The congloms will collaborate on education, promotion and marketing for home 3D gear and content.

U.S. consumers buying select Sony Bravia 3D TVs will get their choice of bundled 3D Blu-rays of the two Disney titles.

Similar bundling arrangements in other markets will follow.

A Disney spokesman said under this exclusive deal, the “Alice in Wonderland” and “Bolt” 3D Blu-ray discs will be available only with the purchase of a Sony product, at least for now.

Such exclusive bundling deals have prompted some grumbling among insiders who believe that because they limit the already small number of 3D discs available, they may actually have slowed consumer adoption of home 3D.

Pact marks a collaboration of the two studio congloms with the strongest commitment to 3D.

Disney pioneered the digital 3D revival with animated titles and has continued to nurture the format.

Sony has made a major corporate commitment to 3D, comprising stereo cameras, 3D visual effects and animation, digital cinema projectors and flatscreen TVs.

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