ByTheodore Donald Kerabatsos, writer at
I'm a good bowler, and a good man.

Now, is hardly going to denounce 3D.

After all, he set the whole pandemonium in motion with the whole-Avatar thing (remember that?), which went on to become the biggest-grossing film ever. Oh, and he has two sequels coming out. Two sequels, Avatar 2 and Avatar 3, which will continue to explore the world in three dimensions.

But, his passion for the medium is quite something. Let's remember, audience demand for 3D is falling. Sharply. Since those heady Alice in Wonderland-Avatar 2009-2010 days, it's not been so rosy. World War Z only grossed 34% of its grosses in 3D. Monsters University - only 31% (and kiddies love the glasses!). Avatar, in comparison, as reported by The Hollywood Reporter, sold 80% 3D tickets. The numbers don't lie, it's a tough time for those magical colored glasses nowadays.

But Cameron stills sees things in a rosy way:

"For me it's absolutely inevitable that entertainment will be 3D, it'll all be 3D eventually, because that's how we see the world. When it's correct and convenient for us, we pre-select for that as the premium experience."

Sure. The world is 3D. But don't we already have the 'correct' and 'convenient' method? How would the experience change before it becomes this pre-selected premium experience? He then goes on to denounce first the post-conversion films that have given the experience a bad rep, saying it has "polluted" the medium (pointing my venomous stare at you, Clash of the Titans). Then, he says, look at three of the last 4 films to win the Cinematography Oscar: Avatar, Hugo and Life of Pi. All 3D films.

Sure, good point. But Cameron, what did Hugo and Life of Pi win that wasn't technical. Big visually resplendent movies in 3D will win technical awards, of course, but what can 3D do for the smaller, more human movies? Do we really think that Silver Linings Playbook would be better in 3D (and not distracting from the human drama on display)?

It's a debate that will run and run, but really is 3D's biggest advocate. I certainly don't think 3D is over, but maybe his optimism is slightly over-egged here? Sound off in the comments below!



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