Thu Nov 20, 2008 — by Robert Greenberger

Jeffrey Katzenberg Sees the Future in 3-D

Insists we all Want to see Entertainment This Way

Jeffrey Katzenberg firmly believes in 3-D and told the audience at the inaugural 3DX Film and Entertainment Technology Festival, "In five to seven years, all films, regardless of budgets or type, will be made in 3-D."

As seen this year and reported yesterday, more and more animated films and concert films are being shot for 3-D using improved technology.  Katzenberg, according to The Hollywood Reporter, continued to say, "3-D is how we see, how we take things in. It's natural. This is not a gimmick; it's an opportunity to immerse the audience, to heighten the experience."

The DreamWorks co-founder and former Disney executive foresees a day when 3-D technology will be available on mobile phones and laptops. "This is not my father's 3-D," he said. "There's no ghosting, no eye strain and best of all, you don't throw up. Throwing up is not good for anyone's business."

Producer John Landau added that 3-D would "do for cinema what stereo did for the audio industry." He says the immediate challenge is to get movie audiences to see 3-D as something other than a gimmick from B-films and the 1950s. Once accepted, he says the sky’s the limit.

"Consumers clearly prefer 3-D if they have a choice," Katzenberg said. 3-D films are estimated as being able to earn two to three times the business of a standard 2-D release.

Disney leads the pack with eleven films currently scheduled for release between 2009 and 2010. DreamWorks’ next 3-D offering will be March’s Monsters vs. Aliens and Katzenberg estimates nearly 40% of the ticket sales will come from 3-D fans. He predicts the percentage will jump to over 80 for Shrek 4 in 2010.

Stressing the technical advances that made the latest incarnation of 3-D different from past efforts, Katzenberg said 3-D "will bring people back to the movies who have stopped going."

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