'Avatar 2' renews push for 3D format in cinemas

‘Avatar 2’ renews push for 3D format in cinemas

Coupling an exclusive teaser trailer in the theater for James Cameronlong overdue symbol picture sequel with Doctor Strange in a multiverse of madness It proved to be a significant moment after the worldwide opening of the $449 million Marvel movie (including $187 million domestically) over the weekend of May 6-8. Nearly 10 percent of North American moviegoers chose to pay 20 to 30 percent more for a 3D ticket, an unprecedented leap for a format that many wrote off even before the COVID-19 crisis.

There is no movie that represents the promise of 3D more than the movie of 2009 symbol picture, which, with $8.45 billion in global ticket sales, remains the highest-grossing movie of all time. But in the years since, the lure of soaring box office returns has completely derailed the 3D train as it left the station. Now, consider Disney and the twentieth century (and their competitors) Avatar: Water Road It revives coordination as a key differentiating factor. “At a time when people are used to being at home watching content, anything that encourages them to go to theaters should be positive for us and the industry in general,” said Disney’s head of global film distribution. Tony Chambers. “It’s all about the experience. If it’s done right, people will come out again and again. Messages you won’t see. Avatar 2 3D but you see it for the experience.”

But moviegoers will have to re-educate them. “We think 3D creates a more immersive experience in our storytelling. We’re not playing 3D as a world going out a window. We’re playing it as a window to the world,” John LandauCameron’s producing partner at Lightstorm Entertainment, says from New Zealand, where Avatar 2 later. “We are giving people something they can’t get anywhere else. We need the gallery community to be supportive of that and understand that we are competing with technologies that are different from those in people’s homes.”

The latest wave of 3D has been enabled by the transition from film systems to digital display systems. There were some early 3D digital releases for a limited number of supported halls, starting with Disney’s CHekken Little In 2005. Led by Champion Figure Jeffrey KatzenbergStarting with ., DreamWorks Animation got 3D rendering monsters vs aliens in 2009.

For many moviegoers, the first time they wore 3D glasses was vision symbol picture. The movie’s 3D box office share was a staggering 70 percent, which helped bring in record 3D profits of $1.85 billion in 2010. But then there were a string of releases like 2010 battle of the titans, which received a quick 3D conversion to jump on a bandwagon and was widely considered a poor experience, straining moviegoers in the format.

“I think what happened is that some people got lost, and there was a period of time where people felt that turning something into 3D made it a better movie; 3D doesn’t change the movie, 3D just aggravates the movie no matter what,” Landau says. “I think people were doing it as an afterthought of a process, rather than [using] 3D as a creative element—not different from lighting, not different from focus, not different from camera movement—a filmmaker needs to make sense of how to use that to improve storytelling. “

One senior studio executive adds, “Hollywood has been greedy as it always has.”

By 2017, domestic 3D revenue was down 55 percent from 2010, with many films getting 17 percent of their revenue from 3D tickets. The downturn prompted Imax—a longtime supporter of the format—to announce that it would switch away from many 3D versions. The company was wise. By 2019, 3D revenue was down more than 70 percent from 2010 levels.

“The 3D warm-up should be done thoughtfully and carefully,” says Imax Entertainment president. Megan Culligan. “There were a lot of lessons learned. You won’t see every movie that’s been converted. We’re already working with studios and showrunners to figure out how to get people used to that again. James Cameron understands the medium – 3D creates a richer, deeper experience when it serves the story. Intent is everything. “.

It also helps that consumers are willing to pay significant additional fees for premium 2D formats, such as Imax. The uptake of these formats has increased throughout the pandemic, including 36 percent of opening weekend Dr. Gharib 2.

For its part, Disney offers 3D versions of the films of the events that precede them Avatar 2including Pixar products Light year this summer. And the global tent pole for the month of July Jurassic World: Dominion You will get a great 3D boost.

The format is still incredibly popular in some parts of the world: 45 percent of Brazil’s opening weekend total for Dr. Gharib 2 Came from 3D. In Germany, it was 50%.

One source says every studio in Hollywood needs to do their part if 3D revival is to work. When the original symbol picture Subsequently, the release rewrote the book on display quality by creating different versions of the film (including versions with different lighting levels, aspect ratios, and targeting different 3D systems) with the goal of ensuring that each theater could display the film in its best possible way. to Avatar 2The team is once again working with very ambitious plans to make several versions of the various theatrical systems.

“We’ve already started the research,” Landau says. “Jeff Burdick (Senior Vice President of Production and Technology Services at Lightstorm) and our team at Lightstorm have been very involved with both Disney and the exhibition community directly.”

They have also worked with film technology developers.

“Even before the new symbol picture Trailer shown at CinemaCon [the theater owners conference held in April]we have already seen a lot of interest from the exhibition about new products in existence that can elevate the cinema experience” Brian Claypool, Executive Vice President of Cinema at Projection Maker Christie. “High 3D brightness and the ability to support higher frame rates in 4K has certainly seen an increase in recent conversations with customers.”

Cinema technology has evolved greatly over the past decade, which will also help in raising the bar for every 3D rendering. For example, 3D glasses may reduce visible light, making the image darker, but brighter laser projectors can help address this problem. Cameron also integrates a high frame rate of 48 fps.

Theater owners are certainly not against 3D revival, as it also increases their revenue. “3D is a viable option when done well, but it should be an integral part of storytelling,” said National Association of Theater Owners Vice President and Head of Communications Patrick Corcoran. “It’s not the answer to everything but it can’t be treated as an afterthought.”

A version of this story first appeared in the May 17 issue of The Hollywood Reporter magazine. Click here to subscribe.

2022-05-16 13:15:49

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