Speaking to UK home cinema magazine
Home Cinema Choice, Masayuki Kozuka, head of R&D for Panasonic's Media and Content Alliance, revealed that Panasonic didn't go to studios asking for titles to bundle exclusively with their 3D TVs, but rather the other way round. "Studios come to us and ask if we want to take exclusive deals," said Kozuka, who added that the
Avatar 3D Blu-ray was a "one-off" and that Panasonic isn't looking for more exclusive bundles.
Kozuka admitted that the
Avatar exclusivity had triggered a bidding war between Panasonic and Samsung, but he explained that during 2010 such deals were necessary as an "incentive", due to the scarcity of 3D software. "The market is more mature now," he said.
In the US,
Avatar 3D is now being offered with the purchase of a Panasonic Blu-ray player. In the UK, Panasonic is offering 3D BDs if
Avatar,
Ice Age: Dawn of the Dinosaurs 3D,
Coraline 3D and
Paul Carrack Live in 3D to buyers of its 3DTVs and 3D Blu-ray players or home theatre systems.