There has been an interesting motion recently by Paramount that at first seemed like a wonderful thing for 3D, but, upon closer examination, might actually be a strategic ploy to derail other studios summer 3D movie releases. Nothing is conclusive, however, there is plenty of reason for people to now assume both the best and the worst of Paramounts actions.
Something sensible first: Last week, Michael Bay called the chief executives of major theater chains imploring them to show “Transformers: Dark of the Moon” with different projector bulbs. These bulbs will burn out faster than current conventional bulbs while producing a brighter, more pleasant 3D image. This is because there’s been a continuing problem that “the darkness of 3D is starting to impact movie satisfaction,” media analyst Rich Greenfield said. “This was a key problem with Pirates 3D, with both Green Lantern and Harry Potter starting off with darker imagery and then layering on 3D glasses that darken the images further.”
So, yes, this is a sensible suggestion. Maybe the brighter image will get more people buying 3D tickets, which would pay for the extra bulb expense. Go Michael Bay!
But then this happened: Last week was also when Paramount told theaters they have to play “Transformers 3” in 3D next Tuesday night for the early screenings to spread buzz or they can’t play the film at all. They claim that this is because Michael Bay demands this new digital presentation. Personally, I find it odd that Michael Bay would be calling the Chief Executives of theater chains to ask them to change their bulbs but not talk to them personally about early screening possibilities.
My question: Is this really all about numbers and Paramount is actually trying to mess-up Disney and Warner Bros on their 3D dates? Paramount won’t even accept the 35mm Technicolor 3D release prints if theaters have the Digital in house. And the studio is telling theaters it’s a four-week minimum in their Digital theater. This strategy succeeds in keeping Pixar’s Cars 2 out of some digital runs, which will cut back the grosses while forcing Warner Bros’ Harry Potter And The Deathly Hollows Part 2 out of 3D dates as well.
As an avid Harry Potter fan from the first book, this makes me mad.
“Instead of working together on the 3D situation where the public is seemingly growing apathetic, Paramount takes the ‘every man for himself’ attitude. Paramount Vice Chairman Rob Moore would say only this about his studio’s 3D strategy: “The best thing for 3D was Avatar giving people a spectacular 3D experience. The goodwill towards 3D lasted just over a year. Transformers 3 can give 3D the shot in the arm. That’s what would be great for 3D and the industry.”
You decide if it’s innocent or not. So long as I am in line, in costume, for Harry Potter on July 15th then I’ll be satisfied.
Source: Deadline Hollywood
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