Many 3D movies are fighting for theater space these days. However, it shouldn't be that way, says Jeffrey Katzenberg. The DreamWorks CEO was very vocal to Variety about the quality of recent 3D theatrical releases, stating that the industry was at a "genuine crossroads" and that 3D overkill could soon kill "that goose that is delivering us golden eggs."
In short, Avatar good, Clash of the Titans bad.
"We've seen the highest end of (3D) in Avatar and you have now witnessed the lowest end of it (in Titans). You cannot do anything that is of a lower grade and a lower quality than what has just been done on Clash of the Titans," he says. "It literally is 'OK, congratulations! You just snookered the movie audience.'"
That has to burn Warner Bros., the studio behind Clash of the Titans. Despite being number one at the box office last week, the film has been receiving bad reviews -- especially for its 3D effects. That's because Clash was one of the movies rushed through a 2D to 3D post-production conversion. "I think there is (going to be) a market for 2D conversion (for the home)," says Katzenberg. "I think it's a disaster for movie theaters."
Heck, even Clash's director wasn't wild about the release. On the other hand, Katzenberg's DreamWorks has been getting kudos for its recent How to Train Your Dragon 3D release -- which was released the week before Clash came storming into 3D theaters.
So while you may be waiting for the next 3D release, most of Hollywood is wondering what the best move with be. "Every company right now is sitting, assessing what approach and what process and what economics to invest in the 3D platform," he says. "There are dozens of decisions literally that are about to be made or have just been made in the last 30 or 60 days and in the next 30 or 60 days, the sum of which will determine what happens to 3D."
Katzenberg says that studios need to be careful, or be prepared for audience backlash. Currently, those audiences are paying as much as a 50 percent premium to experience 3D.
So what do you think? Are a few bad apples going to spoil the 3D experience? Or are you willing to accept that -- just like any other movie -- there will be some that are less than stellar?
[Photo courtesy of DreamWorks Animation.]