Impact and Significance

“It’s absolutely inevitable that eventually, all or at least most of our entertainment will be in 3D.”[1]

-James Cameron

The Fusion Camera System arrived in the movie industry at a time when 3D films were experiencing a rebirth of popularity. In 2007 there were only three films produced in 3D, but this number doubled in 2008, and finally reached 40 films being produced in 3D by 2009.[2] Michael Lewis, CEO of Real-D, a major supplier of equipment to the film industry describes 3D as “the biggest thing since sound and color”[3]  to the “entertainment business”[4].  Audiences also seem to have recognized the appeal of a 3D film experience. Despite the increased ticket prices 3D movie sales have been the same, or higher than that of traditional 2D films.[5] In the 2008 film Journey to the Center of the Earth the 3D showings of the film accounted for most of the film’s gross profit despite most of the showings being in 2D[6]. This was one of the first modern 3D movies and provides an example of the potential of 3D movies to be profitable.

PICEDITOR-SMH

One of the first modern successful films in 3D was the concert experience U2 in 3D, released in 2008[7] which the viewers above are watching.[8]

3D film appears to have made its mark on the film industry and is becoming the standard for some studios. For example, head of DreamWorks Animation Jeffrey Katzenberg decided in 2009 “that all future DreamWorks Animation projects would be in 3D”[9] simply because that is how the audience views the real world and that 3D is simply “better”[10]. This selection of 3D technology by the film industry has paved the way for the Fusion Camera System and the improvements it brings to the process of making a 3D film.

bubba

This picture shows Bubba Watson receiving his jacket after winning the 2012 Masters. This event was filmed with the Fusion Camera System.[11]

Since the introduction of the Fusion Camera System in Avatar in 2009[12] there have been over a dozen films[13] produced with the system and numerous sporting events[14]. The growing use of this system in many new films and the rise of profits from 3D film, which are being claimed to be more likely to be successful and profitable than 2D films[15], imply that many more productions will be made with the technology and that this system has impacted the film industry by making 3D films more enjoyable for viewers which is improving the film industry itself.  Overall the impact of the Fusion Camera System has been seen in the growth of the movie industry and 3D films in general.


[1] James Slick, “Quotes about 3D.” Accessed April 22, 2013. http://3d.about.com/od/3d-at-the-Movies/tp/Quotes-About-3d-Where-Your-Favorite-Directors-Stand-On-Stereoscopic-3d.htm

[2] Ben Walters,  “The Great Leap Forward.” Sight & Sound, March 2009, Vol. 19, Issue 3, 38-43.

[3] Ibid,

[4] Ibid,

[5] Associated Press,‘Avatar’ raises the bar on 3d technology.” Today Movies, July 24, 2009.http://www.nbcnews.com/id/32127705/site/todayshow/ns/today-entertainment/t/avatar-raises-bar-d-technology/#.URwdC81DFD8. (accessed February 9, 2013).

[6] Ben Walters,  “The Great Leap Forward.” Sight & Sound, March 2009, Vol. 19, Issue 3, 38-43.

[7] Wikipedia, “U2 3D.” accessed April 22, 2013. http://en.wikipedia.org/wiki/U2_3D

[8] Dallas Kilponen. “Four-eyed fans see U2 in three dimensions.” The Sydney Morning Herald. Sydney, Australia. < http://www.smh.com.au/news/technology/foureyed-fans-see-u2-in-three-dimensions/2008/04/11/1208025036046.html> (accessed March 27, 2013)

[9] Nick Roddick, ”I Have A Dream.” Sight & Sound, March 2009, Vol. 19 Issue 3, 40-41.

[10] Ibid, 41.

[11] Mike Segar. “Bubba Watson” Photograph. Augusta, Georgia. Reuters. http://www.csmonitor.com/USA/Latest-News-Wires/2012/0409/Bubba-Watson-Only-the-third-lefty-to-win-the-Masters-video (accessed March 27, 2013).

[12] Associated Press, ‘Avatar’ raises the bar on 3d technology.” Today Movies, July 24, 2009.http://www.nbcnews.com/id/32127705/site/todayshow/ns/today-entertainment/t/avatar-raises-bar-d-technology/#.URwdC81DFD8. (accessed February 9, 2013).

[13] Andrew Woods, “The Illustrated 3D Movie List.” The Illustrated 3D Movie List. http://www.3dmovielist.com/list.html (accessed March 27, 2013).

[14] Cameron Pace Group, “Sports Productions.” Cameron Pace Group, http://www.cameronpace.com/v2/index.php/whatwedo/sportsproductions (accessed March 27, 2013).

[15] Matt Drake; Lana Safonova, and Rob Tenniswood, “3D’s Effect on a Film’s Box Office and Profitability.” False Creek White Paper. March 14, 2011.accessed April 22, 2013. http://falsecreekproductions.com/wp-content/uploads/2011/01/3Ds-Effect-on-Box-Off-3-14-2011.pdf

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