3D is dead, long live 3D – but no specs please

The Irish Times - Friday - The Ticket - - Reel News - By Don­ald Clarke

Ev­ery now and then, when a high-pro­file 3D movie fails, crit­ics pre­dict that the process may fi­nally be en­ter­ing its sec­ond (or third if you count the 1970s boom­let) se­ries of death throes.

The as­ton­ish­ingly slug­gish per­for­mance of Mars Needs Moms – a flop on both sides of the At­lantic – has again set the wish­ful think­ing in mo­tion.

Des­per­ate to fur­ther the case, pun­dits note that Toy Story 3, the big­gest film of 2010, ac­crued a smaller than ex­pected per­cent­age of its tak­ings from 3D screen­ings.

Well, James Cameron is hav­ing none of it. “Our strate­gic plan is to make 3D ubiq­ui­tous over the next five to 10 years on all plat­forms,” the di­rec­tor of Avatar told the Hol­ly­wood Re­porter.

He was speak­ing in his role as supremo of the Cameron-Pace Group, which seeks to per­suade film-mak­ers, broad­cast­ers and games de­vel­op­ers to utilise the new tech­nolo­gies.

“We are shift­ing from hav­ing to cre­ate 50 to 70 cam­era sys­tems for movies to thou­sands of rigs that need to be got out there for the rapidly grow­ing broad­cast­ing busi­ness,” he con­tin­ued. Cameron be­lieves that, once tech­nol­ogy emerges that en­ables view­ers to ex­pe­ri­ence the ef­fects with­out wear­ing glasses, the “adop­tion curve [will] go bal­lis­tic”.

He may have a point. Nin­tendo has al­ready pointed the way with its spec­ta­cle-free 3DS video game con­sole.

Film-mak­ers are from Mars, film-go­ers are from Venus: the flop 3D epic Mars Needs Moms

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