3D: The New Black

Film makers and photographers have been dabbling with 3D for over a century. Theatre goers have seen stereographic films come and go several times now. The 50’s in particular was a highlight decade with many horror films receiving the treatment. Alfred Hitchcock even dabbled in it but coming at the tail end of the fad he chose not to release Dial M for Murder in 3D. He was quoted as saying 3D is “a nine-day wonder – and I came in on the ninth day”.

Since then the technology has evolved enough not to make people nauseous. The colours have improved and gone are the red and white cardboard glasses to be replaced with grey-lens plastic disposable ones. Before too long I can see movie goers purchasing their own more comfortable glasses. Directors are coming to terms with the technology and even though we still see them use 3D as a gimmick, Hanna Montana and Journey to the Centre of the Earth being prime examples of late, we also see great executions such as Up and Coraline.

The ease with which 3D can be created now, even post production, means more film makers are paying attention to it and taking it seriously as a means of improving their product. Easy does not come cheap though and on average 3D costs 15% to 20% on top of the normal budget. Also the fact that it’s easy does not mean it should be done automatically. George Lucas is rumoured to be planning re-releasing something called Star Wars(?). No dice George! I really should qualify ‘easy’. I’m not in any way dismissing the technology or skill that goes into creating this effect. The DreamWorks supercomputer that renders their footage is said to be among the top 15 in the world. What I meant was with the backing of technology, especially cameras that give them immediate feedback, film makers are free to go nuts with experimentation. In analog days you had to shoot with two cameras simultaneously on film and pray you get it right the first time.

Other big names dabbling with the dark magic include Steven Spielberg with Tintin and friend of Hobbits Peter Jackson who is making the sequel the following year. Tim Burton is making Alice in Wonderland and James Cameron with the eagerly awaited Avatar. Americans are also being treated to sports and rock concerts in 3D! These directors, along with many others in Hollywood, are banking on theatres willing to foot the bill to convert to digital in order to show 3D. I’m willing to bet Avatar will be the driving force for a lot of theatres making the shift. Benefits of converting include an increase in revenue with some theatres reporting up to 4 times the income over 2D versions and not having to deal with film reels but rather data feeds. As always the downside for the consumer is an increase in ticket cost! Earlier tonight I watched Up and paid AU$20 before I even took a sniff of the popcorn.

I have no doubt that 3D is a huge shift. It’s as big a shift as sound and colour was all those decades ago. They’re taking this to the next level and I can’t wait to see this technology spill over to the home PC and home theatre market. During the trailers for Up I noticed they pushed the comment, “Only at your cinema”. For now they are correct and the industry will and should take full advantage. This will be the upper hand they’ve so desperately needed over piracy. As 3D becomes more mainstream and consumers grow accustomed to it they will start to return to the cinema. In a way, along with the advancement of technology, piracy has forced the industry to evolve.

If the Pixar example of Up is anything to go by I can accept the shift. Not a single thing flew out at me and in general I did not see 3D used as a nasty gimmick. As per usual the clever folks at Pixar used the technology to tell a better story. Not the other way around. As an example, the colours were vibrant when Carl was happy and muted when he was sad while at the same time the world was more 3 dimensional when he was happy and flat when things were looking down for him. Subconsciously it affects the viewers emotions. This is where Pixar excel and film makers dabbling in 3D need to take note.