At this stage in the game, everyone should assume that every movie made from this point forward will be in 3D. Action films in 3D? Of course. Sci-fi and horror in 3D? You know it! Comedy, animation, period dramas and rom-coms? Well duh! Adding 3D to any film immediately increases the price per ticket and since Hollywood is in the business of making money, it isn’t a hard stretch of the imagination to see that theaters will be full of nothing but 3D films over the next couple of years.
Take for example this latest news from Variety regarding Transformers 3. After the huge financial success of Avatar, Paramount is pressuring Michael Bay into filming the third installment of his blockbuster franchise in 3D. As /Film points out, Bay was an outspoken critic at ShoWest of using the technology, saying he thought "it might be a gimmick." Additionally, Bay doesn’t think his film style matches up with 3D cameras:
"The way I shoot is too aggressive for 3D cameras. It’s a time consuming thing,” said Bay. “Who knows… It might be a fad. I’m kinda old school. I’m old school because I like to shoot on film. I like anamorphic lenses, and that is old school."
Saying 3D is a fad is like saying Technicolor will go the way of the Dodo after a couple of years. 3D technology, like it or love it, is here to stay. Now that the process has been streamlined and made easier to add in post production, audiences should expect to be completely inundated with weapons, horses, bullets, blood, mud, cars, planes, fish, robots and whatever else the feeble mind of a Hollywood exec can dream up to be thrown at them for the additional cost of $3.
I’m glad to see that Bay is sticking to his guns and will make Transformers 3 a non-3D movie. But wait; Variety is reporting that “there have been discussions among Bay, Paramount and Industrial Light & Magic about going 3D.” That’s the way to show them Mike! Don’t bend to their monetary will…sigh. Just goes to show you that no matter what someone says, their mind can be changed for the right amount of money (which explains some of those photos of me in college.)
Transformers 2 was the 2nd highest-grossing film of 2009 and it wasn’t even in 3D. It received horrible critical reviews and was the center of much controversy regarding adult content and some politically incorrect characters. Even with all that going against it, Transformers 2 brought in a hefty $835 million worldwide. So why does Paramount feel it’s necessary to make the 3rd film in 3D? To quote my boy P-Diddy “It’s all about the Benjamins!”
They aren’t trying to make the film better or more enjoyable; they aren’t even trying to sell more tickets. The only reason Paramount wants to go 3D is for the additional boost in profits. Assuming that Transformers 2 had been done in IMAX 3D and had sold the same amount of tickets that Avatar did, Paramount could have conservatively seen an additional $250 million in worldwide sales. That’s not a bad return on a meager $500K to $1 million investment.
What do you think about all the 3D over-exposure and using it in Transformers 3? Is the extra price worth the extra content or is it just a waste of time and money?
Transformers 3 will explode onto screens in 3D July 1st, 2011.
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Source: /Film, Variety