It turns out the 3D cinema experience is pretty compelling - the millions who helped make James Cameron's sci-fi spectacular the highest-grossing film of all time certainly seem to think so.
Keen to cash in on the growth of this nascent market, consumer electronics brands are investing heavily in bringing the 3D experience to the small screen. As we reveal in our cover story, Sony, Samsung, Panasonic and LG are spending millions on campaigns to promote their 3D TV lines.
While the jury is still out on whether 3D TV is the future of home entertainment, the marketing teams responsible for promoting it face serious challenges. For one thing, the sets aren't cheap; Samsung's high-end models will sell for about £4500, excluding the cost of the 3D viewing glasses (forget about those folding cardboard specs with the coloured lenses - you now need battery-powered wireless goggles).
Added to this, many viewers have just upgraded to HDTV, and with 3D TV content deals limited to Disney and DreamWorks, there is little to convince even early adopters to shell out again.
However, the fundamental problem for those marketing 3D TV centres on the fact that they are constrained by the 2D technology that defines 99.9% of the viewing experience. Broadcasters and electronics companies just about got away with marketing HDTV via common-or-garden TV ads, but 3D TV feels like a step too far.
Of course, a big idea, the right creative solution and clever planning will go a long way to helping 3D TV brands to get their message across, but, ironically, until the format becomes mainstream, their wings will be well and truly clipped.