Moviegoers

were supplied with throw-

away eyeglasses with orange and blue lenses. This was awkward, plus there were extra production expenses and a mish-mash of rival projection systems. Years later, Katzenberg at DreamWorks had become fascinated with 3D. In 2009, the company released the first 3D movie that was directly produced in a stereoscopic 3D format— instead of being converted into 3D after completion. That same year James Cameron’s blockbuster Avatar was released. With Hollywood abuzz about Avatar’s success, Katzenberg announced that all DreamWorks animated films would be 3D henceforth. While banging the drums for more 3D movies, Katzenberg hedged his bets by also issuing 2D versions.

Katzenberg’s enthusiasm was a signal of the future, but he faced some significant obstacles on his quest to make 3D mainstream, including too few screens. To address the issue, Katzenberg persuaded studio and movie-chain executives to share the cost of installing more 3D-enabled projectors. In 2011, about 500 more projectors were being installed a month. By 2014, approximately 40% of U.S. theaters were 3D- enabled, and up to 70% of theaters in the Asian Pacific market were enabled as well.

Another obstacle to widespread acceptance of 3D films were objections from critics, such as influential film reviewer Roger Ebert, who stated on more than one occasion how much he hated 3D. Katzenberg dismisses the critics though, arguing that 3D films were not going away and that critics couldn’t ignore the phenomenon and DreamWorks’ own run of 3D successes forever—Shrek Forever After, How to Train Your Dragon, and Megamind—all 2010 blockbusters. About Ebert, Katzenberg mocked: “He can see Megamind in 2D.”

A third obstacle to 3D was consumer resistance. Some consumers complained that 3D gave them headache, eye strain, and motion sickness after watching a 3D movie. Another complaint among consumers is the additional cost of 3D movies. In 2010, the average price of a 3D movie ticket was an additional $3.25, but 2015, the additional price averaged about an extra dollar.

A more recent revolution in 3D technology is the smart TV that includes sophisticated technology allowing users to watch 3D movies and television shows in the comfort of their homes.

Dolby 3D is the newest form of 3D, which involves innovations in the glasses, rather than the screens (compared to the current and more popular RealD). The advantage to Dolby 3D is that it does not require specialized screens. The disadvantage is that the glasses are quite expensive and are not considered disposable, rendering Dolby 3D perhaps more suitable for home viewing, rather than in a movie theater.

Writing Prompt Applying Your Media Literacy – Chemistry Technology

How does persistence of vision work in movies?

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