DreamWorks: all animated movies in 3D starting 2009

宁江眼镜

The movies of the future will be three-dimensional and tomorrow’s cinemas will have to change their projectors and spectators may have to change their apparel.
A scene from the latest animated movie by DreamWorks, Bee Movie (Universal Pictures). Forget the old paper or plastic “glasses” once used to watch 3D movies; now they’ll be real glasses with the Luxottica label. The first step? From April 2009, with the Italian release of “Monsters vs Aliens”, all DreamWorks animated movies will be 3D, as announced by the producer and president of the movie company, Jeffrey Katzenberg, in Rome to present the new digital three-dimensional projection technology to Italy’s movie industry.
“Since the introduction of color seventy years ago” Katzenberg said, “there has never been an opportunity like this. I’ve been in the movie business for thirty-five years and there is no doubt that 3D is the most exciting new idea for movie makers, for theaters and for the people who watch them”. According to the producer, it is a new era in 3D history and the old 3D movies will seem like a “gimmick”, with their colored glasses that were technologically imperfect, altered the colors and were tiring on the eyes. He explained that “nowadays, film cameras and animation have eliminated all these problems. Digital projection has resolved these critical aspects and the quality is fantastic!”.
The new digital movies will also need special glasses. They can be made for fifty cents a pair: the business of the future. “When there are a lot of 3D movies” Katzenberg continued, “we will have glasses just for going to the movies.” To tackle this subject, the producer has already met Andrea Guerra, managing director of Luxottica, the main producer of eyewear worldwide. The president of DreamWorks concluded: “For us, 3D is a way of putting movie theaters back in the center of the production cycle, and a technological record in the audiovisual industry.”