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Panasonic Big Man Says Hollywood Has Ruined 3D

The cinema industry has committed a major, major offence according to Samsung marketing boss Andrew Denham.

Denham recently spoke at the Intellect Consumer Electronics show 2011, where he explained how cinemas have been releasing poor-quality 3D versions of movies in order to drive in profits.

“It all comes back to quality,” he said. “Hollywood damaged 3D by rushing so many badly converted films out in the Avatar’s wake.

“What we need now is the next level, the next Avatar. And that’s a big ask, I think.”

Sky 3D channel director John Cassy agrees, and luckily he was at ICE 2011 too.

“It’s very easy to make bad 3D. At Sky we only make native 3D programmes, and our first stage of production is always to forget about the 3D altogether.”

“Because first and foremost, it’s a TV programme – and if the story isn’t right or it doesn’t make any sense or it’s not compelling, it’s not good enough and we won’t buy it.”

3D productions always have the potential to be poorly done. Sometimes the 3D effects are overblown and completely intrusive, and other times you feel hard-pressed to notice them. Either way, that’s a ruin in my book.

In short, 3D movies are expensive. Only take the risk of being a bit more out of pocket if you’re sure the movie has higher production values than average. Otherwise, it’s kind of a rip off.

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