3D TV could be the next big thing for the Flat-TV industry. So Panasonic announced that it will opening a an advanced authoring laboratory in Hollywood.

Based in Universal City the new 3D labs will work towards establishing a 3D Full HD (3D FHD) Blu-ray format and will carry out development work directly with Hollywood studios offering 3D title development services for 3D FHD Blu-ray titles.
As far as the consumer is concerned, Panasonic plan to develop a Plasma 3D Full HD home theater system (which it demonstrated in prototype form at CES 2009), a 3D-ready digital cinema projector (Theatrical Dolby 3-D system) with a 380-inch screen theater for 3D HD picture quality evaluation, and a 3-D ready MPEG-4 AVC High Profile encoder.

Source