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The Business of… 3D

Yes – it’s cool again. Three dimensions are spelling out big bucks for movie makers, TV manufacturers, gaming firms, and publishers, as people fall in love with 3D again.

August 29, 2010 4:41 by

In film

When you say 3D to a person, they’re most likely to think of movies. After all, that’s where the whole concept comes into its own. Taking a traditional 2D product, and turning into 3D. The immersive nature of movies makes it the perfect place to put the technology into use.

In fact, if we’re honest, the whole reason that we’re talking about 3D right now – the whole reason it is big business – is a film. A single, giant film. James Cameron’s Avatar was conceived, developed and filmed specifically with the latest 3D technology in mind. The film was massive (in more than one sense – it was well over two hours long) and has become one of the highest grossing of all time. In fact, technically, it is the highest grossing, but when you allow for inflation adjustment it still has a way to go. According to Box Office Mojo, total gross to date is over $2.7 billion.

The 2009 blockbuster was such a hit that Hollywood studio types took stock, and films that weren’t even filmed in 3D got an overhaul before release to make use of the new fad. Clash of the Titans was one such cash-in, having its release delayed to allow for conversion. It seemed to work out, grabbing almost $500 million worldwide off a budget of $125 million, despite mixed reviews.

The latest 3D blockbuster is Piranha 3D, which was also converted from 2D (though the process was always planned), which had such a successful opening in the states that a sequel is already planned, according to Dimension Films.


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