The A-list cavalry is riding to the rescue of 3D.
It may be the format's last chance.
Increasingly squishy 3D openings -- most recently for the fourth "Pirates of the Caribbean” movie and “Kung Fu Panda 2” -- have left the movie industry panicked that the format ushered in so spectacularly by “Avatar” has lost its "wow" factor.
But before the technology is counted out entirely, there's a veritable Panzer division of directors -- from Steven Spielberg to Peter Jackson -- lining up to storm the 3D fortress.
Also read: 3D Slammed Anew After Format's Weak 'Pirates 4' Opening
Film critics and industry executives have high hopes that with these directors' reputations on the line, these will succeed where others have failed. Here's some of the big talents on the 3D horizon:
* Martin Scorsese is shooting the children's film "Hugo Cabret," slated for a on Nov. 23 release.
* Steven Spielberg's motion-capture animated "The Adventures of Tintin: Secret of the Unicorn" hits theaters on Dec. 23.
* Michael Bay has apparently matched the visual splendor of 'Avatar' with "Transformers: Dark of the Moon," according to the studio. It premieres on June 29.
* Jackson is currently filming "Lord of the Rings" prequel "The Hobbit" in 3D, with the first of the two-part series hitting theaters on Dec. 14, 2012.
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“We need to have more directors who incorporate an understanding of how 3D works into their product," Vincent Pace, co-founder along with James Cameron of the technology company Cameron-Pace 3D, told TheWrap. "It’s an ingredient, like salt to a chef. Michael Bay’s on that path. Martin Scorsese’s on that path. They are embracing the technology. They are adding value to the show and weaving it in,”
Indeed, what seems to have been missing since "Avatar" is a film that has seen the format as more than a gimmick to rack up higher ticket prices.
Among other critically lauded auteurs currently developing or in production on 3D features are Ang Lee with “Life of Pi,” Ridley Scott with “Prometheus,” David Fincher with “20,000 Leagues Under the Sea” and Alfonso Cuaron with “Gravity.”
They'd better move fast.
Even with theater chains such as Regal doubling the number of 3D screens this year, more and more moviegoers are choosing to see films in 2D rather than 3D.
“Pirates 4,” for instance, made just 46 percent of its opening weekend gross from 3D theaters and “Kung Fu Panda 2” banked a measly 45 percent of its premiere weekend take in the format, according to a report from BTIG Research. (Not factoring in Imax 3D, the "Pirates 4" percentage is 37%, as indicated in the chart above.)
Contrast that to a year ago when films such as “Shrek Forever After” or “Toy Story 3” made 61 and 59 percent of their opening grosses respectively in 3D.
