Hollywood Warning: Do 3D the Right Way

By Gary Arlen -- Multichannel News, 6/7/2010 12:01:00 AM

Rancho Palos Verdes, Calif. — Two of Hollywood’s top 3D cheerleaders expect relatively slow adoption of 3D TV, despite their strong faith in the value of the extra-dimensional medium. Jeff rey Katzenberg, CEO of Dreamworks Animation SKG, and filmmaker James Cameron, who directed Avatar, also warned that inferior 3D experiences could turn off viewers.

Speaking at the All Things Digital conference here, Katzenberg and Cameron, in separate presentations, expressed excitement about the 3D spree that’s now evolving. “We’re at the beginning of a new and great opportunity for storytelling,” said Katzenberg, who has committed to produce all future Dreamworks Animation projects in 3D. But, “Our movies are not going to drive this.”

Sports and gaming will, at least initially, be the major attractions for 3D television, Katzenberg said. “Not all 3D is create equal, and the consumer is going to be discerning.”

Cameron voiced similar reservations. “When people begin paying extra to have a bad experience, it will slow the thing down,” he warned. “3D is being debased and embraced at the same time by studios,” he added, expressing his apprehension that studio chiefs’ rush to make 3D movies will lead to productions that turn off customers.

Separately, Cameron revealed that he is in the early stages of an expected three-year process to make Avatar 2. He is currently working on a 3D rerelease of his landmark film Titanic in 2012, timed to celebrate the 100th anniversary of the ship’s voyage.