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There`s a lot riding on `Avatar` for the entire 3D industry

By December 14, 2009March 24th, 2020Newswires

There`s a lot riding on `Avatar` for James Cameron – and the entire 3D industry
by Michael Oliveira

TORONTO – Canadian director James Cameron has a lot riding on Friday`s premiere of his big-budget 3D feature "Avatar," a 15-years-in-the-making pet project that is unofficially being called the most expensive film of all time.

And he`s not the only one.

Movie studios, TV manufacturers and legions of other industry watchers are eagerly awaiting the tally of "Avatar"`s box-office receipts, as the film is being eyed as a possible barometer of the public`s interest in 3D technology, which is due to explode in 2010.

3D is certainly not new and has a long history of being used in movies. But the entertainment industry is hoping "Avatar" pushes 3D firmly into the mainstream once and for all and convinces consumers that 2D is too 20th century.

"I think it`s going to create huge, huge initial interest, it`ll go through the roof for the first little while," said Piers Handling, chief executive and director of the Toronto International Film Festival.

"Because it`s James Cameron and it`s the first (feature) film he`s made in 12 years and it`s 3D, I`m going to go and see it. It doesn`t really matter how good it is, I want to go and see it because of the technological advances he`s made and I think a lot of other people will as well."

Cineplex Entertainment has already seen interest in 3D films spike and in about two years has installed 146 3D-capable projectors in 86 theatres across the country, said spokeswoman Georgia Sourtzis.

"There`s already a demand for 3D movies and … we anticipate the number of 3D movies growing," she said.

Read the whole story here: … r3d_future

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