I was in Sony's flagship store in NYC, while i was waiting for a meeting next door, and tried the 3d glasses on their 3d tv there. They had the world cup on, and i have to say....it was pretty sick. I love movies but most of the time I don't walk out as shaken up as i did when i walked out of avatar. it was a truly unique theater experience to see it in Imax 3d, walking out i realized that Pulp Fiction was the last time I felt so overwhelmed leaving a theater. The world cup looked pretty tasty in 3d also. It sort of warped my brain cause I have been pretty skeptical about whether 3d would "stick" this time. Only due to the fact that it has been around for decades and decades and spawned other "look" iterations like anamorphic lenses that were probably more impacting on cinema than 3d itself. But watching the ball floating over scuffling players on a 50 inch screen from 4 feet was pretty much the cats pajamas. So Im not sure how the dust will settle on this round of 3d. Im sure were not headed for 3d everything, all the time, but it seems to be coming clear that we will be seeing more of it.