Ben Hoyle, Arts Reporter
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Hollywood is pinning its hopes on 3-D cinema to vanquish the video pirates who are raiding its profits, one of the world’s leading movie moguls tells The Times today.
Jeffrey Katzenberg, the chief executive of DreamWorks Animation, predicts a future in which filmgoers will enter the cinema clutching their ticket in one hand and a pair of designer 3-D glasses in the other.
“I have seen the future of movies, and this is it,” he said. “I couldn’t be any more confident or certain about it!”
Long derided for its goofy cardboard glasses and creaky special effects, the concept of 3-D cinema is building an irresistible head of steam as the industry seeks to build excitement around a potential cure for one of its most serious headaches: pirating.
Pirate copies of blockbusters, bought on DVD in the back of a pub or increasingly downloaded over the internet, hit the black market at the same time as, or even before, the film’s official release, siphoning off a vast proportion of its takings.
The Motion Picture Association of America said that more than 90 per cent of these pirates “can be sourced to a single illegally camcorded movie from a movie theatre”, which is where the studios believe that a new digital version of 3-D film can save them.
“You cannot record a 3-D film off a movie screen,” Mr Katzenberg said. “And so the idea that in one stroke you could actually put a huge damper on piracy itself improves the margins of our business by 20 per cent.”
DreamWorks, the studio he founded with Steven Spielberg and David Geffen in 1994, will produce all of its animated films in 3-D from 2009, and Mr Katzenberg has been evangelising rival studio heads about the format’s potential.
“I’m encouraging them to do it too. I want to see the movie business migrate to 3-D.”
The cardboard glasses of the 1950s will be replaced by sleek designer shades with polarised lenses. Mr Katzenberg added: “The glasses industry will be the first ones to recognise that this is a sensational opportunity and they will charge in and make it happen.”
Momentum is growing behind the man who revived Disney’s animation reputation with Aladdinand The Lion King and produced the Shrek films for DreamWorks.
A 3-D film of U2 in concert made a splash at this year’s Cannes Film Festival, and the companies behind the format forecast that more than 4,000 screens around the world will be capable of showing films, sporting events and rock concerts within two years.
Spielberg and Peter Jackson, the director of The Lord of the Rings films, are working on a Tintin trilogy in 3-D for DreamWorks. Robert Zemeckis’s Beowulf will be released in 3-D this winter.
James Cameron is filming Avatar in 3-D, his first feature film since Titanic ten years ago.
George Lucas hopes to rerelease his six Star Wars films in 3-D.
Michael Lewis, co-founder and chief executive of RealD, a company offering the technology, said that audiences who remembered the old 3-D films would notice the difference.
“It’s going to work this time because technology has solved the issues that have plagued 3-D for 50 years. “We are taking the same science that Nasa has been using for years to drive the Mars Rover, that the military use for aerial reconnaissance and that the petroleum industry use to drill for oil and combining it with a digital screen projector so that you really feel like you are part of the movie.”
Nick James, of Sight and Sound magazine, said: “[3-D] has always had a gimmicky feel about it and it will require a rethinking of the language of cinema to make the best use of it.”
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And this move to 3-D is going to happen because some guy says it is? I thought success or failure was the result of customer demand, not salesman's beliefs. 3-D is a novelty, and probably will be for my lifetime.
Maybe they should concentrate on creating better quality and value in the movies they create so there is less reason to copy them illegally. I just paid an extra $2 to watch a digital version of a movie - a delivery system that is supposed to cost less.
Who is stealing from who?
Don Young, Ajax, Ontario
It will not matter what format a film is shown in because the actual content is so appalling! Where is the originality? The great stories? I have stopped going to the cinema because I have been promised a great film by the publicity but I have left the cinema feeling bored. How can they spend so much money on films and get it so wrong! I'll take my chance with a dvd at home; if I don't like it it will not have cost so much. Further more, I don't believe for one minute that piracy is killing cinema. Anyone I know who has watched one of those rubbish pirated dvds would not have went to the cinema to see it anyway. Cinema has had it's day but I hope good films haven't. Buy an hd-dvd player and watch non pirated films at home on your lcd tv; it's more comfortable and eases the pain of a unoriginal, uninspiring pitiful excuse for what passes for film these days; also you can watch old films that you know are great!
Kevin, Belfast, Ireland
I'm glad they are at last adding value to there product, instead of just famous actors. With the advent of large HDV screens in our homes the movies MUST offer something different.
The last time I went to the local cinema to see the last Bond movie, the seats were cramped, the floors were sticky and whole expereince left me feeling ripped off. This model of cinema just hasn't changed in over 20 years.
Great films are being distributed to cinemas who only seem to cater for the teenage pocket. Cinema's don't seem to be able to get the fact that people want a different experience, which I think is sad as without changing they will go the way of the dinosaur when high speed hidef movie downloads appear in the not too distant future.
Peter, Guildford, Surrey
You can record a 3-D movie with a camcorder. A $5.00 polarizing filter is all it takes. Welcome those films back to the 2-D world of the internet.
Tim, Worcester,
I'd love to see more 3D films, but its not a panacea for piracy prevention - a polarizing filter over a pirate's camera lens would provide a clear 2D view. It would be the same view you get if you close one eye while watching a 3D film (notice we're still calling it "film" even though the majority will be distributed on electronic media!).
More effort would be needed to copy both (left and right) images and keep them in sync for a 3D copy. In order to discourage all but the most well-equipped pirates, the market would need to agree on a 3D video format for the home releases. That would dampen the demand for 2D copies and would be a welcome advance in the home theatre experience.
Rick, Berrien County, Michigan
And all of those people who have poor eyesight in 1 eye... hope they'll do non-3D showings too.
Ian Hopgood, London, UK
I won't be going to see 3-D movies.Hollywood can take that to the bank.
ron, toronto,
"You cannot record a 3-D film off a movie screen..." Err, well, no, not into 3-D. But you could easily record a 2-D copy of it using the polarising glasses (helpfully provided on-site, presumably).
And of course when the 3-D version is released to buy, it will be as easy to copy as any other DVD.
How much longer will the studios waste their money on futile attempts to restrict the distribution of information?
Mark Crebbin, Ballamodha, Isle of Man
You morons, there will be clip on polarized "shades" that you can clip to your regular eyeglasses just like you can purchase clip on sun shades. They've been around for years.
Not only that, you'll also probably be able to purchase your prescription in a polarized format just for watching 3-D movies.
Do you have any idea what a polarized lens even is???
george, Flowery Branch, Flowery Branch, GA
Simon from Sweden espouses the popular view, that piracy is not really a crime because he is only making electronic copies which cost almost nothing to make and therefore the companies that produce and distribute them are making immoral earnings by charging money for these copies.
Unfortunately, this is an ill-informed and naive view. This is not a war between 'the people' and 'the corporations'! You have been watching too much science fiction.
Maybe one day you should try creating some original creative work yourself, and you will see the extraordinary work that goes into even the simplest thing. According to Simon's view, it seems you should buy a movie once and thereafter all copies are free? In that case your next legal DVD will cost you something like 100 million dollars.
I fully support all efforts to eliminate piracy, it is a particularly insidious crime, born out of ignorance.
Mike Adams, Madrid, Spain
If technology can make a 3-D movie, technology will be able to copy it. The only thing is, now the pirates will be able to charge more becasue they're offering an "enchanced experience"
Simon Cusritor, London,
I think Simon Rosenqvist should have his own ideas rather than steal others'. It's very easy to say that the things I want are common property and un-stealable. Just because it's difficult to protect an artifact (such as a story or a song) against theft doesn't mean it isn't the rightful property of the author. What is Simon contributing, or does he just live off others' efforts?
John Ledbury, Kings Lynn, England
Could a person use a polarized lens to filter out half of the signal and revert the movie back to 2d? Even if this is not correct someone will create a program that merges the info into a single 2d image through some mathematical algorithm.
The answer to piracy is to lower the price. If a new movie cost 3 dollars at the theater and popcorn and drinks were reasonably priced more people would attend but more importantly there would be less piracy as no one would wait 30min to download and watch an inferior quality movie if they could pay such a low price to see it. Similarly how many people would copy DVDs and spend 90 min using various tools to make a shrunken copy of a movie if they could buy the thing for lets say $5 instead of $19.95 or some other ridiculously high price. Most piracy would be stamped out but then I guess Angelina Jolie, Tom Cruise and Julia Roberts would have to take huge pay cuts and only make $2 million instead of $20 million and we know they can't live on that
Bill Jones, USA, USA
Julia, London
Copyright infringement is not piracy and not theft. It does not deny anyone free use of their personal possessions.
It is (usually) illegal but it is definitely not theft: If you have a book and I take a copy we both have a book, you are not denied full and proper use of that book.
It is the author/publisher/publicist that suffers in not being payed their license fee. But no-one steals from them.
bob, Newport,
Two Huge problems:
1. People who ware glasses will need to be catered for!
2. DVD/HD-DVD/BlueRay releases.... surely these will still be pirated as you can not expect all households to have special tvs and glasses all round!
A flawed idea if ever I saw one, not only the above but as illustrated by Grindhouse. Many movie directors are looking at older styles to carry new stories.... so 3D movies won't be fully adopted.
Andrew Campbell-Burt, Madrid, Spain,
3D is good for cartoons or adventure films. How would make a comedy in 3D?
Natam Das, Paris, France
Piracy is theft, pure and simple. However, personally I'd find the switch to 3D movies a problem, as I dont have true 3D vision, so in fact get blurred "double-vision" instead when watching "3D" films. How many other people would be similarly effected by this, and so stay away from cinemas?
Julia, London, UK
And how is this supposed to work for those of us who wear spectacles?
I can't see many people paying to go and watch a 3-D unfocussed blur because we can only fit one pair of glasses on our heads at once.
Dave, Cambridge, UK
Well, piracy is not a fight against the big companies. It is merely an expression of freedom of communication, where people use the internet to bypass the normal production-consumer chains.
It's as impossible to stop piracy as it is to enforce the intellectual properties. Instead the movie companies need to create physical and material objects to sell and make revenue (like people have done in all times).
As an active participant of the pirate movement I therefore salute this inititiative. I hope we'll see more of this, and less of outdated business models trying to attack my own private property (computer/hard drive/broadband connection) with absurd claims of ownership).
You can't own ideas, you can only own their containers.
Thanks,
Simon Rosenqvist
Simon, Hässleholm, Sweden