With over a dozen films in the format scheduled for a 2009 release Hollywood has once again embraced the concept of  3D cinema.

Last year, DreamWorks Animation SKG announced that all of its forthcoming films would be made and released in 3D, starting with Monsters vs. Aliens, due for release this March.

For us here in the UK 'Fly Me To The Moon 3D' at the BFI London IMAX last October heralded a new three-dimensional era in digital cinema. The 3D effect that we all expect is still there but new technology is obviously having an impact with a more complete textural feel.

This time round the big Hollywood studios believe that new technology will create a totally different experience to the early days of 3D. New techniques such as parallel camera modeling create a complete 3D vista which is far superior to 3D films of the past where objects occasionally 'loomed' out from the screen. Although special glasses will still need to be worn, headaches will be a thing of the past.

The initial success of 3D is evident with 'The Polar Express' for example grossing $45m from showings in just 64 IMAX venues. 'Chicken Little', 'Monster House' and ' Meet the Robinsons' in their 3D incarnations all grossed more than three times the 2D versions.

Although the cost of converting a single cinema to 3D is high, RealD digital 3D, which has partnered with NEC has already installed over 5000 systems in cinemas worldwide and the studios believe that this time round their investment will pay off.

3D offers a number of attractions for film studios including a unique film  experience that is hard to pirate. Of course, it has already been tried before in the 1950s and 1980s. Many of you will remember 'Jaws' in 3D but you may also remember the headache-inducing glasses and that the novelty of the experience soon wore off.

In tandem with Hollywood studio's renewed interest in 3D and anticipating a growing demand for 3D entertainment, the likes of Philips, Sony, Panasonic, LG and Samsung are all developing 3D capable flatscreens. What is certain for consumers is that they will be treated to a great many more 3D options in the near future.

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