O P I N I O N 3D technology — an emerging success? RealD’s John Trafford-Owen considers the impact a new wave of 3D can have in emerging markets
F
OR THE PAST DECADE, “Avatar” alone
The wheat among the chaff
has held the coveted title of highest
From a content perspective, it is a constant battle to ensure
grossing movie. All good things come to
sufficient time and focus is given to the use of 3D as a creative
an end — “Avengers: End Game” is the
tool, and that sufficient money is spent on the conversion (if
new kid on the block. Maybe it will reign
indeed the film is converted). Each year a few movies deliver
for a decade, maybe only until jedis arrive at Christmas, or
the must-see 3D event. “Alita” and “Lion King” show what the
maybe we will have to wait for James Cameron to finish his
format is capable of, and I can’t wait to see what Ang Lee has
sequel, but let’s think back to when we first visited Pandora,
done with “Gemini Man”. We need to convince the customer
and the heralding of a new three-dimensional dawn. “Avatar”
why every film should be seen in a premium way.
was 3D’s coming of age. The modern version of the format
Filmmakers start the process, advocating the 3D format,
may have started with “Chicken Little” in 2005, but “Avatar” in
distributors continue that journey, through studio marketing
2009, was the 3D extravaganza that delivered, casting aside
messages and creation of 3D trailers. Exhibitors have a huge
memories of green-and-red glasses and nausea.
role to play. Programming at peak times, opening 3D box
Films that followed aimed to cash in on the craze and
office at the same time as 2D and playing trailers when
released hastily converted versions that didn’t stand up to the
available. Equally important are the fundamentals: the best
experience audiences had enjoyed with the Na’vi. Cinemas
auditorium, the right screen, system, glasses and projector, as
scrambled to install digital projectors and 3D systems
well as providing optimum light levels for the content — even
without considering whether the architecture of the auditoria
thinking about the porthole glass. There is much that
suited the technology. Customers won’t tolerate this kind of
contributes to the overall success of 3D’s performance in any
approach for long. If a moviegoer sees a poorly made 2D film
given market — and the responsibility falls on us all.
on a dark projector, they don’t say “I’m never watching a 2D
Emerging markets have none of the baggage inherent in
movie again”. When it comes to 3D that’s exactly the reaction.
trying to grow too quickly without full understanding of the
Emerging markets are in a great position to learn these
technology. 3D is mature, but laser projectors offer exciting
lessons. Premium experiences should be just that. They help
opportunities to give audiences the experience that “Avatar”
generate incremental revenue, increasing ticket prices and
first delivered. There is no legacy of disappointment or poor
spend per customer, but a value exchange must be present.
content, only anticipation of what the format can deliver. It is
Customers must walk out of a premium show and feel it was
one of the most accessible premium offerings in terms of
money well spent. If a consumer can’t understand why they
investment and can blow the minds of consumers. Emerging
handed over more cash to watch that movie, it’s not
markets have a huge role to play in the future success of 3D
something they are likely to do again.
and together we will make the most of this opportunity.
8 6
>
0 9 / 1 9
086_SEP19_OPINION.indd 86
www.cinematech.today
01/08/2019 15:16
