Jeffrey Katzenberg, chief executive of DreamWorks Animation, believes 3D movies will eventually prosper and impact the way stories are told, despite a recent downturn of the format’s popularity in the U.S.
“Slowly but surely, it is regaining the regard it was first held in. Internationally, it continues to explode,” he said in an interview with The New York Times.
Katzenberg cites a better sensory experience as the technology’s driving force. “It amplifies all of the feelings,” he noted. “There is better engagement and involvement with all of the characters.”
The cost of 3D remains a challenge — and in the wake of “Avatar,” consumers experienced a flood of disappointing 3D films. “There was some crummy stuff put out there for a while,” Katzenberg said. “People only like it when it’s really good.”
“While he didn’t name any movies, many of the about 125 3D movies released in modern times have been panned,” notes NYT. Production costs and bad scripts are not the only issues. Katzenberg suggests new editing techniques need to be employed.
Noting that 3D glasses are an additional hindrance for some moviegoers, he predicted: “When science delivers, it will be ubiquitous.”
Jeffrey Katzenberg, chief executive of DreamWorks Animation, believes 3D movies will eventually prosper and impact the way stories are told, despite a recent downturn of the format’s popularity in the U.S.
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