By Claire Reilly

Sony has devised a novel concept to encourage the take-up of 3D technology, creating 3D libraries in Sony stores across Australia. The libraries will allow consumers to borrow 3D movies, games and digital imaging products, for a period of up to three days, for free.

“The Sony 3D Library is there to help people make the most of their 3D TV by offering any 3D TV owner the opportunity to create 3D memories they can touch and the chance to trial a 3D product before buying it,” said Sony Centre retail marketing manager, Neil Stow.

“Personal footage is the latest content that can be experienced in 3D, as well as 3D movies and 3D games,” he said.

“Sony is leading the industry in its support of 3D technology – from creating 3D cameras and TVs to the establishment of the 3D Technology Centre in Hollywood. We're still only discovering what’s going to be possible with 3D now and in the future, including the ability for people to make their own home movies in 3D.”

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The libraries were launched in 12 Sony stores across Australia last week, with products including the 3D Handycam HDR-TD10 camcorder, Alpha NEX C3 camera and 3D Bloggie camera available for hire, as well as Sony Pictures films and PlayStation games.

“The first program of its kind, the creation of the Sony 3D Library comes off the back of Sony research, which demonstrates an Australian appetite for 3D technology with more than one third keen to create personal 3D content. In addition, more than 70% of current 3D TV owners admit that creating their own 3D films and images is ‘extremely appealing’.”