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Katzenberg sees rosy 3-D view

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  • Katzenberg sees rosy 3-D view

    Katzenberg sees rosy 3-D view
    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.
    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.
    http://www.hollywoodreporter.com/hr/...32ccae265293a4
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

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