Piper Jaffray Has Thoughts On 3D Technology (CBS)

Piper Jaffray has some thoughts on 3D technology, as the 3D Entertainment Summit in LA takes place this week. One of the companies Piper Jaffray mentions is CBS Corporation CBS. In the research report, Piper Jaffray states, "We believe Hollywood has, for the most part, recognized the need for better quality live-action post production and we do not see this becoming chronically problematic. We believe Warner Brothers opted to release Sucker Punch (March 2011) in 2D after originally being slated for 3D as the studio continues to refine the post-production process. We think the obvious conclusion here is that consumers value 3D when done well and when it adds to the story, however adding 3D as an afterthought or incorporating 3D gimmickery will likely be detected by consumers and they will be reluctant to pay a premium for this experience. We believe studios get this and will more carefully deploy capital to create and market 3D content to generate appropriate returns." Shares of CBS gained 45 cents to close at $15.50 on Friday, a gain of 3%.