All of you know by now where I stand with the current 3D format. Since its inception, I have become a huge advocate for the format and very pleased with the manner in which studios are increasing their rollout of 3D titles. When I heard last year that Dolby was about to introduce a glasses-free display I had my concerns. I could not fathom the possibility that any glasses-free display could offer the "in your face" pop-out experience that to date, could only be delivered through the use of active shutter or passive eyewear. Sadly, my intuitions were spot on. This past week, during our HTF MEET in Hollywood, a group of 60 individuals had the opportunity to see Dolby's new technology up close. What we viewed was a 40-inch, 4th generation prototype display that was showing an endless loop of clips from films like Hugo, Transformers, Step Up Revolution and Titanic. For what it was, the 3D was mostly good. True to its word, Dolby 3D provided a world of depth to the source material. There was definitely a sense of separation between foreground and background images, though at times, the overall effect wasn't consistent. There were quite a few instances were level of depth seemingly changed from 3D to flat, and moving closer to the display seemed to provide a far better effect than being in the back of the room. I am being told that Dolby's 3D works in a diamond shape from about 4-12 feet away, with the best side to side viewing at about halfway or 8 feet. Sadly, there was none of the pop-out that many fans are used to getting when wearing eyewear. At no time did images float before the face as if they were popping off the screen. At least, not as prominently as they would with eyewear. As someone who is always amazed at the things that Dolby can do, I found it to be a personal "cop out" for the company to say that the public and the filmmakers don't want pop-out gimmickry in their films, so the lack of such within their technology, is not a big deal. To me, it sounded as if that kind of technology is impossible to do, and as such, Dolby cannot provide the maximum 3D experience that comes with eyewear. When this happens, the only thing a company can do is sell the technology by dismissing one of its greatest strengths as not being important. It's rather odd that Dolby is promoting their technology with the advertisement that is included at the very top of this article. We see a ball player popping off the screen towards home viewers. What we saw was nothing even close to what that advertisement depicts nor seemingly the mantra Dolby stands behind. Sadly, it is my opinion that the public's yearning for a glasses-free technology and Dolby's offering of something that's mostly effective (but not totally) is going to cause a lowering of standards in this industry. In other words, the public will accept what Dolby is offering, it will become the standard, and those of us who want the "pop" that is always potentially there for the offering, will no longer have it. Five years from now, only those of us that bought into 3D in its early years will know just how good the technology used to look before it was dumbed down. I must mention that Dolby is still refining this technology and I expect the glasses-free experience to get even better, but with the company's diminished attitude about how good it should actually be, I remain quite pessimistic. Be careful of what you wish for.