James Cameron and cinematographer Vince Pace think there should be more 3D — more 3D movies, more 3D television shows, more 3D consumer projects — and have started a company to make that happen.
Cameron-Pace Group, announced at the National Association of Broadcasters meeting in Las Vegas Monday, hopes "to banish all the perceived and actual barriers to entry that are currently holding back producers, studios and networks from embracing their 3D future," Cameron said in a written statement.
Cameron and Pace are co-chairs of the new company, which aims to "step up industry-wide efforts to help filmmakers realize 3D's full potential as a creative and powerful storytelling medium and accelerate the growth of the next generation of 3D solutions across all platforms," Pace said in the statement.
The technology and production services firm already has projects, including "Pirates of the Caribbean: On Stranger Tides," "Transformers: Dark of the Moon," "The Three Musketeers," "Life of Pi" and others.
Before partnering with Cameron for the company, Pace ran the Pace Group, which is now formally rebranding under the new name.
Cameron's 2009 3D "Avatar" is the highest-grossing motion picture of all time, with nearly $2.8 billion.