James Cameron’s Avatar marked the new beginning of three-dimensional entertainment. After many false starts (three-dimensional or stereoscopic technology has been around since around the invention of the camera) stereoscopic content is quickly becoming the standard. Many films, amusement park rides, television specials, concert videos, and other special interests movies have used stereoscopic technology as a novelty in order to move more units. Avatar is the highest grossing film of all-time worldwide (without considering inflation) having grossed 2.7 billion dollars in box-office ticket sales. These numbers do include money earned from two-dimensional screenings, but Avatar was created to be viewed in three-dimensions. Before Avatar, the most practical way to create stereoscopic content was shot to shoot film in two-dimensions then converted to three-dimensions. James Cameron (director of Avatar/Titanic/The Terminator) spent millions of dollars researching and developing a new way to shoot video in three-dimensions.
James Cameron’s technology makes it cheaper and easier for theaters to play three-dimensional films. Before Avatar, the most practical way to hold a stereoscopic presentation was rigging a complex system of expensive technology, including double synchronized projectors, special lenses and polarized glasses.) Now, a single camera will simultaneously film an image from two slightly different angles. This technique was designed to shoot video the way humans see. The positioning of the two cameras mimics the distance between our eyes. Avatar was technically the first film made with this technology. The Final Destination used the same camera technique; it was released months before Avatar.
In anticipation of the success of Avatar, many consumer electronics companies began to develop products incorporating the creation and enjoyment of stereoscopic content. Some new three-dimensional televisions have been on the market since early 2010. These early models require special glasses that shutter extremely rapidly. This tricks the mind into seeing a three dimensional image. So far Discovery Channel, ESPN and a few other networks have begun producing three-dimensional content for these televisions. All matches from the 2010 FIFA World Cup were broadcast in three-dimensions. If a consumer wants to create their own stereoscopic content, they can pick up a double-lensed camcorder that records in three-dimensions. Sharp has announced a cell phone with three-dimensional recording capabilities, and both Nintendo and Sony provide video games in three-dimensions. Nintendo, so far, is the only company that provides its content without the need for special glasses.
Supporters of three-dimensional technology such as the CEO of Dreamworks Animation, Jeffery Katzenberg welcome stereoscopic entertainment as a technique that can be used artistically. In an interview with Charlie Rose, Katzenberg claimed a three-dimensional image can improve the storytelling power of a movie. He compares the recent innovation to the advent of sound and color. He added that all of Dreamworks Animation movies will be presented in three-dimensions.
Critics of three-dimensional technology state that the technique is not worth the higher ticket prices because it does not improve storytelling. They reason that watching a film through the required glasses is similar to watching a film while wearing sunglasses. Roger Ebert, a film critic, says watching a film through glasses produces an “alienating” image.
As stereoscopic technology moves into the future (possibly a glasses-free future) opinions and home theater systems will need to be changed out and replaced with the best and brightest. Three-dimensional technology is available in more places than ever, and has already changed everything. Or, at least it has changed: watching movies, enjoying television, playing video games, taking pictures and video, and using cell phones. But seriously what else do we do.
After writing this I realized that movies in 3D won’t be as easy to pirate. Unless it is the 2D versions I guess. Nevermind.
The (film) Industry Messenger 