James Cameron propelled 3D entertainment into the mainstream by achieving extraordinary success on the big screen with Avatar, the highest-grossing movie of all time. Now he has his eye on a new frontier: home entertainment.
The next-generation technology propelling 3D films, television and video games is changing the landscape of entertainment from theater screen to laptop. One only needs to look at the global box office to see that 3D isn’t a fad like it was in the ’50s and ’70s.
Three-dimensional movies are on the exact trajectory that Cameron expected, as more 3D movie screens and more 3D movies are being released than ever before. In fact, of the 10 movies that have ever crossed the $1 billion mark at the worldwide box office, six are 3D films, and one is getting a 3D makeover. Cameron holds the No. 1 and 2 slots with Avatar ($2.8 billion) and Titanic ($1.8 billion), the latter of which will be released in 3D on April 6. The newest addition is Michael Bay’s Transformers: Dark of the Moon, which was filmed using CAMERON | PACE Group’s latest 3D camera setup and rigs.
“You’re not going to put the toothpaste back in the tube at this point; it’s just a matter of people realizing this,” says Cameron. “There are more 3D films in the market in parallel with each other, and theaters are having trouble keeping up.”
Cameron Continues to Shape 3D’s Future
Cameron is working on two Avatar sequels, which will hit theaters in December 2014 and December 2015, respectively. He’s also been busy working with longtime partner Vince Pace to help other filmmakers push 3D technology with their films. Cameron partnered with Pace in 2011 to form the CAMERON | PACE Group (CPG), the industry leader in 3D technologies and production services. The company leases the latest 3D equipment to filmmakers and broadcasters to bring 3D entertainment to the big screen and the home.
“The understanding of what constitutes 3D entertainment as opposed to
3D dimension is the difference filmmakers really need to understand to take advantage of the latest technology and tools that are out there,” says Pace.
“They have to be used properly, and I think there’s been a progression of understanding about what you need to do to create good 3D entertainment.”
Before Avatar came out, people didn’t think an audience would watch 3D for an extended period of time. But that’s not the case any longer.
“3D became a picture window into the world, and I think that both games and sports have to make that transition,” says Pace. “It becomes this viewing window for the public where these things -- whether it’s a movie, television show, sporting event, or video game -- are happening right there in front of you.”
3D Invades Homes
While much of the focus around 3D has been on the silver screen, both Cameron and Pace believe the future of 3D is in the home. According to Research and Markets, the global 3D TV market size is expected to exceed $100 billion by the end of 2014. A key driver of these sales is content, including video games for Sony PlayStation 3 and Microsoft Xbox 360 consoles such as Batman: Arkham City, Gears of War 3 and Resistance 3.
Hollywood is also offering more Blu-Ray 3D movies, such as Paramount Pictures’ Transformers: Dark of the Moon, Thor and Captain America: The First Avenger, and Walt Disney Studios Home Entertainment’s Cars 2, Pirates of the Caribbean: On Stranger Tides, Toy Story 3 and Tron: Legacy. But 3D programming, including sports -- such as soccer, college football and basketball -- is going to be crucial for the growth of 3D entertainment.
“What excites me is we’re taking the bookends of what we understand
3D to be contained to -- a sci-fi film or a horror film -- and removing them,” says Cameron. “When done correctly, it brings out more emotion, more character and more athleticism than any other medium out there.”
Another key area of 3D growth is the PC. A growing number of laptops and desktops support 3D movie playback and video gaming. And tablets are expected to enter the market featuring glasses-free 3D entertainment, as well as smartphones and portable gaming systems such as Nintendo 3DS.
“We’re talking about a complete revolution of the way we interact with screens,” says Cameron.
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