Tuesday, March 13, 2007

DreamWorks Animation Toons Into 3D

DreamWorks Animation SKG, Inc. has announced its intention to produce all of its films in 'stereoscopic 3D' technology starting in 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, Chief Executive Officer 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 3D technology gives us a real opportunity to significantly enhance the theater experience."

To date, most films shown in 3D have been created for traditional projection and then rendered into 3D in post-production.

"Historically, 3D has been used primarily as an add-on or a bonus feature," Katzenberg said.

"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 3D technology to build our movies from the ground up. We believe that this will create more opportunities for our artists as well as a more compelling experience for the audience."

The growth in the number of theatres capable of projecting 3D films has risen in the past two years. It is expected by 2009 that there will be several thousand screens equipped for 3D.

DreamWorks has already started production on its first film in this format, "Monsters vs. Aliens", scheduled for release, summer 2009.