Jeffrey Katzenberg is making a last-minute appearance at this week's NAB show, and he's got a mission: To beg the industry not to rush into 3D and kill a potentially golden goose.
MoJoe has learned that Katzenberg has just scheduled a Wednesday afternoon appearance at the National Association of Broadcasters trade show in Las Vegas to offer a speech on the state of 3D.
The hastily added event comes days after Katzenberg used an interview with Variety to warn against quickie 3D conversions (like "Clash of the Titans") and to urge more focus on built-for-3D events.
Broadcasters are facing a similar choice in coming years as they move into 3D broadcasts. Former NBC chief Warren Littlefield, for example, is now part of a company that's been pushing broadcasters to convert existing programming libraries into 3D -- exactly the sort of thing Katzenberg appears to be against, at least on the film side.