Jeffrey Katzenberg continued his 3d evangelism at Cinema Expo in Amsterdam this week. Katzenberg is so high on the technology that he vowed all DreamWorks releases will be in 3d from 2009 onward.
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Katzenberg, a regular attendee at the European exhibition confab, said Monday that he regards the opportunities offered by 3-D digital as "unmissable" for exhibitors. But he noted that to take advantage of 3-D digital, operators will have to adopt 2-D digital technology first and faster overseas.
"There's a chance to change the economics of (exhibition) for the first time in 17 years," Katzenberg told a packed audience during a Paramount Pictures International-hosted discussion alongside NATO boss John Fithian and Steve Knibbs, COO of U.K. exhibition outfit Vue Entertainment.
The enthusiastic DreamWorks chief, who earlier thrilled the audience by bringing Jerry Seinfeld to the stage to buzz about his "Bee Movie," said that with all the big-name filmmakers backing 3-D technology, his studio will be using it to make all its movies from 2009.
"We're taking on the additional costs, which are estimated to be $15 million a film, for us to author our films this way from 2009," he said. "These opportunities come once in a lifetime."
Katzenberg also pointed to the fact that 3-D movies are pirate-proof as handycam recordings simply don't work.