Three-dimensional glasses brought James Cameron's science-fiction spectacular Avatar to life and sent technological business minds bubbling with marketing plans everywhere.
His movie grossed $1.841 billion worth of tickets worldwide - the highest grossing movie of all-time - and received nine nominations at this year's Academy Awards.
The aforementioned is why 3-D screenings of Six Nations rugby matches are being trialed at 40 cinemas in England, the first of which was England's centenary game against Wales as well as its match with Ireland on February 27.
Strangely, these viewings are not a new concept.
In 2008, England's clash with Scotland at Murrayfield was screened in 3-D.
So why all the recent hype?
Who do you think is driving the new found craze? Certainly not rugby administrators who are battling to regain crowd attendances.
It's the business sector looking to sink its claws into another possible 'lucrative market'.
Murmurs surfaced of introducing the 'sexy' coverage for the 2011 Rugby World Cup.
However, New Zealand's Sky Television does not provide 3-D coverage - yet. Although, there is talk of the cup being shown in 3-D in Europe.
As for New Zealand viewings?
What would diehard fans who are still coming to grips with the onset of professional rugby think of arriving at their local to watch a game and finding themselves all set for a 3-D screening with oversized retro goggle-eyed glasses?
Rugby does not need further corporate influence or interference, leave it alone.
In a similar way to Twenty20 cricket, 3-D has the potential to attract more viewers while also targeting a different fan; one with a short-concentration-span and need for excessive hype.
The prospect of 3-D glasses being used to view sport, rugby in particular, should be weighed against the far-reaching detrimental effects.
Younger audiences are engrossed by the wow factor that iPhones, iPods, portable gaming, touch screens and 3-D technology brings. Sitting in the rain merely because you have developed an unbreakable dedicated passion for a team doesn't quite compare - to the impressionable unexposed fan anyway.
True patriots of rugby will dwindle and where to from there?
Paying to go and watch a live 3-D screening - estimated at $40 to $50 - rather than attending the match itself; there’s warm cozy reclining chairs, air conditioning and even popcorn – it could happen.
Instead of a father and son bonding trip to the rugby - the tickets, anticipation, atmosphere, hot chips and pies - it's replaced by a gigantic screen and glasses that can impair your vision.
No thanks.