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KATZENBERG: “THE BLOOM IS OFF THE [3D] ROSE”

July 20, 2011 by · Leave a Comment 

DreamWorks Animation chief Jeffrey Katzenberg, one of the earliest cheerleaders for 3D, has suggested that Hollywood has killed the goose that laid the golden egg. Katzenberg’s remarks came at a Fortune magazine Brainstorm Tech Conference in Aspen. “For sure the bloom is off the rose for a moment in time,” Katzenberg told the conference, “driven by a singular and unique characteristic that only exists in Hollywood, greed.” Katzenberg blamed “a number of people who thought that they could capitalize on what was a great, genuine excitement by moviegoers for a new premium experience and thought they could just deliver a kind of low-end crappy version of [3D] and people wouldn’t care or wouldn’t know the difference.” The result, he said, is that “Hollywood has managed to grasp defeat from the jaws of victory.” Katzenberg made no mention of the principal complaint by moviegoers about the technology — that it darkens the picture. But he predicted that the technology will continue to be enhanced and that people will be watching 3D movies in theaters without glasses in 10-15 years. Katzenberg also argued that virtually all films released this year have not been worth the price of admission. “Let me have a show of hands of people that would say the last seven or eight months of movies is the worst lineup of movies you’ve experienced in the last five years of your life. … They suck. It’s unbelievable how bad movies have been, right?”