I just read this interesting article/interview with James Cameron, who is arguably the most important force in the 3D industry. His assessment of 3D in theatres and at home is refreshing. I have pasted the most important parts below. Unfortunately, there is no mention of VR, where 3D, of course, is currently achieving its ultimate potential.
After Avatar cracked open the potential for 3D in cinema, the Canadian filmmaker had further success with the format when the 2012 conversion of Titanic earned $US343 million around the world.
Six years ago, Cameron predicted 3D would be standard in cinemas by 2016. And while the widespread perception is that audiences have gone off the format – deterred by an often disappointing experience and more expensive ticket price – he challenges that view.
“At that time we probably had 1500 screens 3D globally and we’re now up to 45,000 screens,” he says. “Pretty much every major film that’s made is offered in both 3D and 2D. I’d call that pretty standard.
“Now that doesn’t mean that everybody chooses it. We’re running at, depending on the title, anywhere from 40 to 60 per cent of ticket-buyers choosing the stereo option.
“But the total number of people viewing movies in 3D is about a 10 x multiple of what it was when I released Avatar. And probably a 4 or 5 x multiple of where we were [in 2012] so I consider that a pretty resounding success story.”
But surely no-one is buzzing about 3D the way they did when Avataropened.
“They shouldn’t be,” Cameron says. “In 1961, the expensive movies were in colour and the cheap ones were in black and white. They put a big sign on the poster or the marquee that said ‘In Colour” and people would go to a movie because it was in colour.
“Cut to five or 10 years later, people weren’t buzzing about colour. It was just a fact of life.
“Honestly, I can point to any number of interviews where I predicted in our best case scenario, we would measure success when it was no longer remarkable. And that’s exactly where we are now.”
But Cameron accepts 3D television has failed and the movie industry has let itself down by hastily converting new movies rather than shooting them in the format.
“The conversion of classic titles where you have the time and energy to do it properly is not a problem,” he says. “The problem is when you’re trying to jam it in in post-production on a new Avengers film or whatever …
“I also think the industry has done itself a disservice by not stepping up on the projection technology to get the light levels up. That’s now on the horizon … there’ll be a big incremental evolution over the next few years where the 3D experience gets much more vibrant and dynamic.”
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