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Katzenberg sees rosy 3-D view
DreamWorks Animation stumps for format at ShowEast
By Carl DiOrio
The Hollywood Reporter
Oct 17, 2007
http://www.hollywoodreporter.com/hr/...32ccae265293a4
DreamWorks Animation stumps for format at ShowEast
By Carl DiOrio
The Hollywood Reporter
Oct 17, 2007
ORLANDO -- DreamWorks Animation chief Jeffrey Katzenberg was positively animated Tuesday in tub-thumping 3-D animation to ShowEast 2008's assembled exhibitors.
"If a picture is worth a thousand words, a 3-D picture is worth 3,000," grinned the energetic Katzenberg, whose personal and executive zeal for the technology has made him the industry's 3-D poster boy during the past couple of years.
But as head of the world's biggest pure animation studio, he said, the proselytizing is traceable to a need to make DWA stand out in a suddenly crowded marketplace.
"A couple of years ago, there was something of an onslaught of animated films," Katzenberg said. "Suddenly, our films were a little less special."
But if his 3-D fervor was borne of business necessity, the advent of 3-D filmmaking and exhibition also is "an opportunity for a game-changer for your business," he told exhibitors filling a large ballroom at the Orlando Marriott World Center.
"If a picture is worth a thousand words, a 3-D picture is worth 3,000," grinned the energetic Katzenberg, whose personal and executive zeal for the technology has made him the industry's 3-D poster boy during the past couple of years.
But as head of the world's biggest pure animation studio, he said, the proselytizing is traceable to a need to make DWA stand out in a suddenly crowded marketplace.
"A couple of years ago, there was something of an onslaught of animated films," Katzenberg said. "Suddenly, our films were a little less special."
But if his 3-D fervor was borne of business necessity, the advent of 3-D filmmaking and exhibition also is "an opportunity for a game-changer for your business," he told exhibitors filling a large ballroom at the Orlando Marriott World Center.
As for exhibitors, they still are waiting to see a truly big 3-D title and how consumers embrace such a release. Previous dabbling has included Disney's using some 3-D screens for its release of the animated feature "Chicken Little" and Warner Bros. going 3-D with the animated "The Polar Express" -- neither a real paradigm shifter but notable as early mover efforts.
But there already are some true believers in the exhibition community, including a theater executive sharing the stage with Katzenberg.
"It certainly delivers an audience and can invigorate the exhibition industry," said Chris Johnson, vp at suburban Chicago-based Classic Cinemas.
Classic, which operates 88 screens in 12 theaters, has three 3-D screens. With "Chicken Little," the chain enjoyed grosses more than one-third higher than would have been true without 3-D availability, Johnson said.
"Literally, with one picture, you will have paid for the cost of the installation of one screen," Katzenberg said.
But there already are some true believers in the exhibition community, including a theater executive sharing the stage with Katzenberg.
"It certainly delivers an audience and can invigorate the exhibition industry," said Chris Johnson, vp at suburban Chicago-based Classic Cinemas.
Classic, which operates 88 screens in 12 theaters, has three 3-D screens. With "Chicken Little," the chain enjoyed grosses more than one-third higher than would have been true without 3-D availability, Johnson said.
"Literally, with one picture, you will have paid for the cost of the installation of one screen," Katzenberg said.
