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VIDEO3D Not Just for Drive-Ins Anymore
Hollywood dusts off old technology for new profits.
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3D technology, which had its heyday in the 1950s, has intermittently reappeared, with varying degrees of success - 1983’s Jaws 3D arguably being the nadir. But one of 2009’s biggest weekend openings may have us poised for a 3D renaissance.
In anticipation of the Dreamworks film Monsters vs. Aliens, theaters around the country rushed to upgrade their projectors to provide 3D functionality, costing roughly $100,000 per theater. Theaters expected the film’s box-office receipts would help recoup their upgrade costs, and the film didn’t disappoint, generating $59.3 million in box office over its opening weekend.
But the real box-office record of note was Monsters vs. Aliens’ place as the largest digital 3D opening in history. With more than 2,000 screens outfitted for 3D, the 3D theaters accounted for $32.6 million of the $59.3 million opening weekend. Despite the big weekend, the number of 3D-compatible screens was below initial estimates from Dreamworks Animation chief Jeffrey Katzenberg, who has been championing the new format.
A former executive at Disney (DIS) and a founding partner in Dreamworks with Spielberg and David Geffen, Katzenberg has even done his own press junket touting Monsters vs. Aliens and its 3D technology - virtually unheard-of, for a studio executive.
With Dreamworks currently slated to release roughly 2 3D films a year, the studio has partnered with HP (HPQ) for their technology needs. Not only has HP outfitted Dreamworks with computers and conferencing equipment, they’ve proven crucial in the massive work that went into creating Monsters vs. Aliens.
Created using Intel’s (INTC) Intru 3D animating technology, the entire film took up 100 TB of data [that’s more than 100,000 gigs of memory]. While theatregoers are obliged to wear the requisite eyewear, Dreamworks is in discussion with sunglasses manufacturers so moviegoers can wear their own glasses to view 3D films.
But it’s not just conventional animated films going back to 3D. Groundbreaking director James Cameron, who has constantly integrated cutting-edge technology in his films, will be releasing his first theatrical feature film since 1997’s Titanic. The film, Avatar, will be screened in 3D.
Slated for a mid-2009 release, Avatar inspired director Ridley Scott to make his upcoming film, entitled Forever War, in 3D. Countless films are also being re-released in 3D, most notably Tim Burton’s Disney classic, the Nightmare Before Christmas, and rumors abound that director Peter Jackson may start shooting this year for a 3D film version of Tolkien’s The Hobbit. And related industries are catching on.
The surge in new 3D technology has Panasonic, Sony (SNE), and Samsung all looking to roll out their own lines of 3D Blu-Ray players and 3D televisions by 2010.
No word on a Jaws 3D re-release, though. Which is probably a good thing.
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