3D is one of the most hotly debated subjects in Hollywood, with some considering it the next big thing and others thinking it is just a fad. DreamWorks Animation CEO Jeffrey Katzenberg sees the potential in 3D for movies but he thinks that shoddy conversions could really hamper the medium and ultimately make the ads proclaiming “See it in 3D” have much less impact.
“I think we are at a genuine crossroads. Today, 3D in theaters offers probably the greatest innovation and opportunity for movie makers, studios, exhibitors and, most importantly, the consumers, of anything that’s come along in several decades,” said Katzenberg. “I think people have really misunderstood what my anxieties have been about in these last few weeks. We had the largest 3D release platform for Dragons than any movie today. It’s not been about losing 3D screens for Dragons.”
“So the issue of Clash of the Titans is actually not about theater (capacity) and theater access, it is about (what) that movie represents — a different experience. And in my opinion, one that, if replicated, and becomes the standard, is the end of 3D,” he continued. “We’ve seen the highest end of (3D) in Avatar and you have now witnessed the lowest end of it (in Titans). You cannot do anything that is of a lower grade and a lower quality than what has just been done on Clash of the Titans. It literally is ‘OK, congratulations! You just snookered the movie audience.’ The act of doing it was disingenuous. We may get away with it a few times but in the long run, (moviegoers) will wake up. And the day they wake up is the day they walk away from us and we blew it.”
Source: Variety
