In 2009, a little movie called Avatar hit the big screen. The buzz was all about how 3D was going to change the world. Soon after, 3D displays and projectors were being marketed to the masses.
There is no question that 3D gives an added viewing experience. However, what Jeffery Katzenberg touches on in the clip below is quality well crafted content has been and always will be the key to the success of the film industry. Whether it’s 2D, 3D, or who knows maybe even 4D, the story has to be there to captivate minds and win over audiences. That’s what Avatar accomplished in 2009, and what many other 3D movies have been lacking since. As CEO of Dreamworks Animation, Jeffery Katzenberg has to take some of the blame in the decline of 3D movies. He went on to say there is a “greed” factor in Hollywood. Imagine that!
There is no doubt studios recognized a quick way to make millions and anything 3D was green lit and brought into production with little regard to content. It seems as if the studios along with Jeffery Katzenberg are now taking a step back from producing 3D just to produce it, and are now concentrating more on the substance behind it. Because after all, it is the substance that will draw movie goers in for the long term.
Dreamworks CEO Jeffrey Katzenberg sat down with Fortune’s Andy Serwer
The big question is…is 3D dead? I think not, and according Jeffery Katzenberg, creative film makers like Peter Jackson, Martin Scorsese, and Steven Spielberg are embracing it and using as a tool to enhance their visions to bring characters and new worlds to life. I look forward to seeing the next phase of 3D movies now that the initial flash has worn off.
Like the craftsmanship of a custom home theater (well engineered speakers, projector, seating, and acoustics), a film needs the same attention to detail. If the movie is not well crafted, it does not matter how great the home theater is. You just won’t enjoy it.