Hollywood Warning:Do 3D the Right Way

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.

Gary Arlen

Contributor Gary Arlen is known for his insights into the convergence of media, telecom, content and technology. Gary was founder/editor/publisher of Interactivity Report, TeleServices Report and other influential newsletters; he was the longtime “curmudgeon” columnist for Multichannel News as well as a regular contributor to AdMap, Washington Technology and Telecommunications Reports. He writes regularly about trends and media/marketing for the Consumer Technology Association's i3 magazine plus several blogs. Gary has taught media-focused courses on the adjunct faculties at George Mason University and American University and has guest-lectured at MIT, Harvard, UCLA, University of Southern California and Northwestern University and at countless media, marketing and technology industry events. As President of Arlen Communications LLC, he has provided analyses about the development of applications and services for entertainment, marketing and e-commerce.