3D movies are increasing in popularity and consistently raking in money at the box office. Two of the top five highest grossing movies of 2009, Avatar and Up, were viewed primarily in 3D theaters. At the same time, lower budget movies such as the Blindside and the Hangover are also top picks for movie viewers. Although opinions differ on the virtues of 3-D cinema, it appears that 3-D technology is here to stay for the foreseeable future.
DreamWorks Animation Studios has decided to switch entirely to 3D operations after the success of Avatar and Alice in Wonderland, which made $116 million this weekend.
According to CBS News, Jeffrey Katzenburg, the CEO of DreamWorks, said Avatar was the most inspiring event to happen to the movie industry this decade.
“There isn’t anybody that has released a high-end 3D film that hasn’t more than made the return on their investment, in the movie theater alone,” Katzenburg said.
Joe Wade, a graduate student in film studies, said the success of a movie is first and foremost dependent on a good story line.
“Regardless of special effects and 3D technology, people like movies that tell a good story,” Wade said. “3D technology is just a way to help tell the story better.”
Classic movies that didn’t utilize as much technology, such as Casablanca, resonate with viewers because people can relate to the characters and plot, according to Wade. Wade recalled a 2008 3D movie, Journey to the Center of the Earth, which he said, “most people don’t even remember.”
“That movie was all about the 3D technology, but it didn’t have a good story in the first place,” Wade said. “If the whole point is just that the movie is in 3D, there’s not much incentive to watch it.”
3D was first used in the 1950’s to draw people towards movie theaters after the introduction of the TV. It fell out of use because of poor viewing conditions (think cardboard red glasses) and the amount of money required to have 3D technology in theaters. The technology resurged in the 1990s with the invention of Imax 3D format. Today, computer animation technology has made 3D movies an enjoyable experience for most viewers.
According to Wade, movies such as Toy Story, which are already made to look three-dimensional, can benefit from 3D technology. Not all movies are made for 3D, however.
“I didn’t think 3D was necessary for Alice in Wonderland because it already has a unique asthetic feel,” Wade said.
Kasie Buchanan, a sophomore in science education, agreed that some movies are just not made for 3D.
“I saw the Nightmare before Christmas in regular theatres and then I recently saw it again in 3D,” Buchanan said. “I thought 3D technology made it better because it was a new experience.” Buchanan also enjoyed watching Avatar in 3D. She agreed with Wade in saying, “if you add 3D to a bad movie, it won’t make it any better.”
Wade said some people aren’t fans of 3D because they don’t like all the special effects.
“My dad didn’t like Avatar in 3D because it gave him a headache and he felt like it was all too much to look at,” Wade said. ” 3D movies are generally $3 to $4 more than regular movies in the theater, which Wade said covers the 3D glasses and equipment needed to play a 3D movie.
Savannah Lloyd, a freshman in fashion and textile management, said she likes 3D movies but “as a college student on a budget, I’m fine with regular movies.”
The newest improvement in 3D technology is at-home sets for 3D television viewing. A set sold at Best Buy for $4,000 allows viewers to take the experience home, while Phillips 3D intelligence displays sell for $9,000. According to Cnet news, 3D televisions work by adding an extra dimension to television. 2D TV’s usually show height and length, while 3D TV’s add the element of depth.
Wade said he thinks 3D movies are here to stay, although he doesn’t believe they will ever take the place of regular movies. “I think 3D movies are going to get more common and find a permanent niche in the film industry, but they aren’t going to take over,” Wade said. “I think people will eventually realize they are a gimmick and don’t really contribute that much to the overall story idea.”