Google ‘3D’ on any given day and dozens of articles will pop up, talking about new 3D films in production, new 3D apps and technologies on the way, and, of course, Avatar. You’ll also find a few still claiming that 3D is a gimmick, a passing phase, or a case of sheep being forced to follow as studios search for new ways to fill theaters, and consumer electronics companies look for new products to up-sell to the buying public – and that there’s no reason for television producers or advertisers to follow movies into this new realm.

As a longtime proponent of the technology, and someone who has been producing and directing live-action digital 3D since 2004, I can’t understand the hesitation or the cynicism. Film, television, and advertising are ultimately about creativity, and a whole new dimension in which to be creative just opened up. How often does that happen? So whether you believe it’s a gimmick or a godsend, it’s time to embrace it, because 3D is here to stay. And it’s just going to get bigger.

A new future

Over the last three years, I’ve had the opportunity to present at a number of industry conferences and speak about the power and potential of digital 3D. From the first 3DX Film and Entertainment Technology Festival in Singapore in 2007 – where every major studio from Disney to DreamWorks set out an aggressive roster of 3D releases – to Dimension3 in Paris and the 3D Summit in Los Angeles, I’ve watched firsthand as digital 3D has solidified its position as the future king of the moviegoing experience, and then reached out to embrace television, the world of gaming, and even mobile devices. PS3 3D, Xbox 3D, 3D Blu-ray, and glasses-free 3D are all coming to a theater or home theater near you.

Having all the stakeholders on board moving the technology forward will in turn drive the demand for content. But the biggest push will come from consumers themselves. Because things really are better in 3D. Once you’ve experienced it, there’s no going back. Or should I say, once you’ve experienced Avatar, there’s no going back.

Game changing

Avatar truly is game changing. Forget what you’ve heard about the story, about the protests from the right, the left and the lunatic fringe. Instead, sit back and revel in what’s happening on screen. The depth and detail. The immersive experience that James Cameron is able to create. The new visual language of cinema that’s being evolved right before your eyes. It’s little wonder that some people report leaving the theater sad that the world of Pandora doesn’t really exist – because for 162 minutes, they were there, visually and emotionally immersed in a fantastical new realm.

I’ve seen Avatar four times, and each time I find something new in it. And, with over $1.8 billion in revenue and still going strong, I’m obviously not alone in repeat viewings. Not that I’ve recognized many other faces. With each trip to the theater, I’ve noticed an evolution in crowd demographics – starting off with youth, followed by twenty- and thirtysomethings, then a more middle-of-the-road middle-age crowd. Now, even my parents have seen it – just to find out what the buzz is all about. What other movie in recent memory has been able to reach out and bring in such a diverse audience? And the buzz is just getting louder.

Changing the channels

In early January, ESPN made an announcement that is also destined to have a huge impact on how we consume entertainment. Although its import seemed to get lost in the response to Avatar, it was no less game changing. That announcement: ESPN is going to launch a 3D channel this June in North America. The first broadcasts will be the upcoming FIFA World Cup soccer matches.

This won’t be the first 3D station to hit the airwaves – BS 11 in Japan is already broadcast in 3D part-time. Sky TV in the U.K. is going 3D – and it won’t be the first 3D sports broadcast. The NFL and NBA, amongst other major sport franchises, have experimented with the technology over the last few years – albeit limiting themselves to cinema screenings. However, most industry observers believe that 3D sports broadcasts – that’s live action in real time – will be the driving application behind full-time 3D TV.

Having personally seen professional basketball, boxing, and NASCAR in 3D, I say from experience that there is no viewing experience that is more intimate or exciting. You literally feel like you are part of the action.

What ESPN’s 3D network will be is the first sustained all-sports 3D broadcasts. They plan to show 85 sporting events in 3D in the first year alone, including U.S. college football’s Bowl Championship Series and X Games for extreme sports. And it’s driving others to follow suit. The PGA Tour just announced they will start shooting PGA Tour events in 3D for broadcast in 2011.

3D is the new HD

What does all of this mean? Exactly what I said at the outset. Digital 3D is here to stay. It opens up a new age of creativity. Whether you’re telling a story, making a concert movie, selling a product or service, 3D enables you to impact your audience in an emotional and immersive way never before possible. Gimmick or godsend, it’s time to embrace it, and set your creative juices flowing.

Next time: How we do it, what does it cost, and when will it be on my iPhone.

James Stewart is one of a small group of directors working in digital 3D. He is founder of Geneva Film Co.