Studio Daily on 3D post production, advertising and its future

Studio Daily reports on the panel discussions at the recent 3D Entertainment Summit held in Century City on the format’s post production issues, advertising and its future.

On post production:

Films will continue to come out in both 2D and 3D versions for some time to come. [Post production executive for Journey to the Center of the Earth 3D Brent] Kaviar reported that the initial game plan for Journey was to come out 100 percent 3D and digital. “But there weren’t enough digital screens, so we went out 2D 35mm and 2D Digital Cinema [as well as 3D],” he said. “It was difficult: not the process of making all the elements but teaching the people at the studio about all these different 3D formats.”

Releasing 3D films in the home entertainment market currently relies on anaglyphic, an interim measure at best, agreed the panelists. But a 3D filmmaker needs to release the film on as many different screens as possible. “Studios look at platforms around the world,” said Kaviar.

On advertising:

Will advertisers move into storytelling? [Grey Los Angeles' Melissa] Weber believed this was the general direction whereas [Geneva Film Co.'s James] Stewart was less certain. “I’m from the philosophy that in the future all media will be in 3D,” he said. “Does it change storytelling? I’m not sure.”

And on the future of 3D:

[Head of production development at DreamWorks Jim] Mainard believes that all digital films will “converge towards 3D.” On the animation side, added [Chairman and President of Filmed Entertainment IMAX Corp. Greg] Foster, “it’s a perfect world to work with. In the live action space there is still some work to be done, not on the technology side but education,” he said. “That means getting the filmmakers, post executives, even the scriptwriters comfortable with the medium. With some successes, it’ll be on its way.” [Senior VP, worldwide digital cinema and cinema programming at Walt Disney Studios Jason] Brenek noted that “we need more pioneers like Jim Cameron to get us there.”

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