DreamWorks Animation SKG Inc. intends to produce all of its films in stereoscopic 3-D technology starting with MONSTERS VS. ALIENS (working title), which begins production this spring for release in the summer of 2009 in both flat and 3-D versions.
The news follows on the heels of the proposed digital 3-D rollout for exhibitors, which has become a catalyst for digital cinema, beginning with Disney's animated MEET THE ROBINSONS bowing March 30 on 600 3-D screens nationwide. Robert Zemeckis' all-CG BEOWULF is expected to play on more than 1,000 3-D screens on Nov. 16. Meanwhile, James Cameron's all-CG AVATAR is slated to open on more than 2,500 3-D screens on May 22, 2009.
"I believe that this is the greatest opportunity for movies and for the theatrical exhibition business that has come along in 30 years," said Jeffrey Katzenberg, ceo of DreamWorks Animation. "Advancements in sound have dramatically improved the auditory experience, but there hasn't been a corresponding breakthrough in the way we see movies until now. Stereoscopic 3-D technology gives us a real opportunity to significantly enhance the theater experience."
In order to take full advantage of the new technology, DreamWorks intends to make films with the stereoscopic 3-D concept in mind from the beginning of the production process. The company believes that this approach will increase its storytelling opportunities and create a more immersive movie-viewing experience.
"Historically, 3-D has been used primarily as an add-on or a bonus feature," Katzenberg added. "And while audiences have enjoyed that, they haven't really seen the true potential of this technology. We're going to use the latest stereoscopic 3-D technology to build our movies from the ground up. We believe that this will create more opportunities for our artists as well as more compelling experience for the audience."
Jason Clark, who most recently was exec producer on Sony's MONSTER HOUSE 3-D, and Jim Mainard, who, for many years was the head of DreamWorks Animation's research and development, will spearhead the launch of DreamWorks Animation's stereoscopic 3-D efforts. Phil McNally, stereographer on Disney's CHICKEN LITTLE and stereographic supervisor on MEET THE ROBINSONS, will be the stereographic supervisor on MONSTERS VS. ALIENS.
"I'm thrilled to welcome Phil and Jason to the DreamWorks team," Katzenberg said. "Along with Jim, we will have tremendous leadership for this initiative. By combining their talents and expertise with our resources and commitment, I believe we will be able to tell better stories and create a totally new and special experience for moviegoers.
"I believe CG animation is in the best position to take advantage of the latest advancement in 3-D technology. Since our films are made digitally, it presents numerous opportunities for our filmmakers. And by moving into this area now, DreamWorks Animation is developing expertise that will differentiate our films and provide a lasting competitive advantage."
"Theater owners are excited by this technology because it not only provides a more special movie-going experience but also a meaningful growth opportunity as research suggests more people come to see 3-D movies, and ticket pricing has more flexibility," said Jim Tharp, president of distribution for Paramount Pictures, distributor of DreamWorks movies. "The advancements in home entertainment products, especially flat-screen TVs, have made it more important than ever that exhibitors offer a unique and special theatrical experience, 3-D does that in a big way and filmgoers have already seen that this can be a premium experience."
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
