DreamWorks CEO Jeffrey Katzenberg thinks post-conversions could kill 3D
Image Credit: Alberto E. Rodriguez/WireImage.comThe issue of 3D is being debated all over Hollywood in this post-Avatar world, where it seems every-other movie being released boasts a third dimension. In a lengthy interview with Variety, DreamWorks Animation CEO Jeffrey Katzenberg says that decisions being made in the next 30-60 days will determine the future of the platform. In short, Katzenberg says 3D just for the sake of 3D is not a good decision, because “all 3D is not created equal.” In that regard, the DreamWorks exec had some strong words for the 2D-to-3D conversation of Warner Bros.’ Clash of the Titans. “We’ve seen the highest end of [3D] in Avatar and you have now witnessed the lowest end of it [in Titans],” he says. (Warner Bros. said it is not commenting on Katzenberg’s statements at this time.)Katzenberg goes on to say that there currently is no technology that can make a first-rate 3D offering out of a conversion, and he warns that if a number of low-quality converted 3D movies hit theaters, the moviegoing public will eventually be turned off by terrible 3D experiences — especially given the higher ticket prices. “We are asking the moviegoers to pay a 50 percent premium to come see these films,” he says. “So I think [there will be a] backlash. It will be a whiplash. They will walk away from this so fast.”
What’s your take? Is all 3D created equal, or would you prefer it not exist at all? Do you ever see yourself converting your personal library into 3D? How long will it be before the “bad egg” trapdoor opens and the use of 3D in film goes down the Willy Wonka’s Chocolate Factory garbage chute?