Monday, March 30, 2009

FORUM: What Price Are You Willing To Pay For 3-D...

This last weekend saw the release of a big time animated film, Monsters vs. Aliens. Not only did the cast bring in the 58.6 million bucks that it's opening weekend had, it had a little bump from the animations best friend, 3-D. However, your 12$ ticket for a 3-D film may be bumped up a little bit.

Back in December, a summit was held for people in the world of 3-D film-making and animation. While I didn't bother to report on this news the day it was reported in Variety, I think that this film, along with a discussion brought up by First Showing, I think it's interesting to note.

One of the keynote speakers at the summit was Jeffery Katzenberg of Dreamworks Animation. During his speech, he brought up just how much 3-D will cost you and me.

DreamWorks Animation's Jeffrey Katzenberg, a consistent evangelist for 3-D, kicked off the event with a morning keynote and conversation with event organizer Bob Dowling. Katzenberg said no innovation in decades has had greater possibilities for enhancing movies.

The format "offers a premium experience and has the consumer paying a premium price," said Katzenberg, adding that he expects DreamWorks Animation to charge a $5 premium for 3-D on its releases, beginning with "Monsters vs. Aliens" in 2009.

So, what are you willing to pay for 3-D? I think that my opinion is based on two things. One, how the 3-D is used. If it's simply the gimmick style, where things are popping out at you and you get a feel that the filmmaker simply placed the film around the 3-D style, it's not something I want to see. If you have a more "window" style, where the frame gets a stark sense of depth and feel, allowing for a more immersing experience, then I will pay a little bit more for my ticket. It's like how people who have been talking about seeing Pixar's Up and that films use of the 3-D technology.

Second, the films have to be very good, or allow for a fun film going experience. Look at My Bloody Valentine. That is an awful film, horribly acted, terribly directed, but when you see that film in 3-D, while it may be a more gimmick filled film, if you are with a group of friends, you have one hell of a fun time. Then you have great films like Coraline, where not only is it a window style of film, but is a truly great piece of cinema, that I could support a bit of an increase in ticket prices.

So, that gets me to my question. How much are YOU willing to pay for 3-D? What are your thoughts on the format? Gimmick or a revolution? Annoying or something that will bring you back to the theatre?

Go see something good!


  1. i think 3d is a little annoying. like coraline, it was a great movie, no doubt about it, but the 3d got old really fast. my eyes couldn't focus on anything and it gives me a headache. i don't think we should have to pay anymore for it, it's a movie and those are already obnoxiously expensive as is. :/
    i hope everyone gets over it, i find it annoying.

  2. I don't know. I personally think that, instead of simply a gimmick, some films are trying to strive for something a tad bit more. Take Up for example. Early screenings have come out huge in favor of the 3D, and instead of a gimmick or annoying feel, it's more of a window style of 3D, allowing for more things and action within the added depth of the frame. To me, it depends on the film and how it is used.


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