DreamWorks Animation Chief: The Time Has Come for Exceptional 3D

By Karla Robinson
September 21, 2012

In a taped interview recorded for the 3D Entertainment Summit this week in Hollywood, DreamWorks Animation CEO Jeffrey Katzenberg said producers need to offset consumers’ doubt in 3D by creating “exceptional” 3D movies that are worth the more expensive ticket.
Katzenberg described 2012 as a “spectacular year” for worldwide box office, “after a phase in which auds seemed to doubt 3D’s legitimacy and consistency,” reports Variety.
“Some people tried to capitalize on the gimmick of 3D rather than giving a quality experience and trying to deliver something exceptional to audiences, and the audience really snapped back on us,” he said. “But I think the trend is growing and we’re starting to earn back trust and respect from the audience.”
Katzenberg said the rate of ticket sales strongly reflects how critical responses to a 3D film influence moviegoer’s choices.
As for 3D in the home: “There still isn’t much to watch,” he said. “Making that incremental investment, people want to know that there’s use and value in that. Sports has been pretty good, but it’s still pretty limited in 3D product you can get on a TV set.”

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