Issue link: https://digital.copcomm.com/i/5315
"There is also a shor tage of rigs and trained crews to accom- modate widespread production. And there are additional costs as- sociated with 3D production and post production when com- pared to 2D. "The hardware/software for the home market will require addi- tional consumer investment." OPPORTUNITIES: "3D can change the basic existing viewing paradigm both theatrically and at home. The field is wide open for new business ventures or for existing companies to par ticipate throughout the entire scope of required services. "The glasses alone offer a huge marketing opportunity.The work we are seeing is for new productions — new movies, promotional material — there are all sor ts of oppor tunities. The gaming world also is going to dive head first into 3D as well." THREATS: "3D cannot make a bad movie successful. We need to make good movies and enter tainment that is coincidentally in 3D. 3D content must be properly produced and posted. If it hur ts to watch, then it's wrong. Anaglyphic product for the home is a sub- par viewing experience and widespread distribution risks offering the wrong impression of 3D's possibilities." OUTLOOK 2010: "We're very optimistic.There are a lot of proj- ects that are gravitating toward 3D. I'm doing several bids a week and doing lots of tours and demos, so there's a lot of people inter- ested. The more we do, the better pricing we can offer. I think that volume is going to be a great thing for 3D in general. More people will get trained. More equipment will be available. It will just get bet- ter and better. Our experience has been there are a lot of people who are looking to produce content, both in 2D and 3D. I think it's going to turn around and be a good year." JAMES LAWLER Writer/Director/Producer James Lawler Productions New York (www.archangelthemovie.com) James Lawler is an independent filmmaker who re- cently produced Archangel, a seven-minute 3D short that will be used to attract financing for a feature-length 3D release. STRENGTHS: "In terms of the business of filmmaking, studios have been able to command a premium for the 3D experience. Right now, audiences have been responding in such a way that stu- dios can charge more for a 3D feature than they can for a 2D fea- ture. People, so far, have given it a pretty strong vote of confidence in the market. The experience is wor th more for cer tain types of films, than the 2D experience. "From the creative standpoint, 3D done really well is beautiful. It heightens the feeling of actually being in the world being portrayed. And, when you are thinking about composing each shot, you are re- ally thinking in terms of 3D. How are things going to work in three dimensions as opposed to two? And that's a very exciting process for filmmakers: to be able to operate in that space and think about the story in that way." WEAKNESSES: "It's very easy to do 3D badly. It's fairly hard to get it right and unobtrusive. There's real ar tistr y that's required. We've learned a huge amount in making Archangel as far as what shots are better to make than others. It's much more difficult for the eye and brain to process moving 3D images where there is a lot coming out at you. During the first 3D explosion in the '50s and '60s, all of these [films] were about things jumping out at you, and were slightly difficult to watch. With the 3D films that have been released recently, there's a lot less of that. "Coraline, for instance... I think the 3D was really well done. It was all for specific narrative effect. It was not gratuitous. I think it's impor- tant for 3D filmmakers not to use 3D gratuitously, but to use it in a way for storytelling." OPPORTUNITIES: "A lot of people are thinking of it as the next big revenue stream. There are home theater systems that are com- ing out that will allow 3D films to be seen in the home.There will be additional revenue from DVDs or Blu-rays that are marketed to those home theater systems. "Kids are getting used to 3D. All of the animated kids' movies are in 3D. One interesting question will be: 'Will younger audiences ex- www.postmagazine.com December 2009 • Post 39 FotoKem has provided post services for many 3D films, including Disney's Jonas Broth- ers: The 3D Concert Experience , which had a screening at the Regal Holly- wood theater. 3 D S T E R E O