It's just the latest in a long run of TV manufacturers pairing themselves with movie studios to get exclusive Blu-ray 3D rights to specific titles. Avatar will only be available to Panasonic 3D TV buyers while Dreamworks movies are coming bundled with Samsung hardware. Now, Disney and Sony have created a similar exclusivity arrangement.
It's a way for the manufacturers to get people to focus on their sets. It also helps out the movie studios because they don't have to foot the large bill to create the sophisticated Blu-ray 3D discs for a customer base that is still very small.
The only Blu-ray 3D movie you can go out and buy from Best Buy or any other retailer is Cloudy with a Chance of Meatball. Every single other one of the movies that has been encoded in Blu-ray 3D has been made only available as part of a hardware bundle or promotion.
By the end of the year, Disney's 2009 remake of A Christmas Carol, as well as Sony's Open Season and Resident Evil: Afterlife are expected to be the only other Blu-ray 3D titles that will be released to retail.