Katzenberg Tones Down Attack on 3D Conversion in NAB Speech

However, “If you’re asking people to pay a premium price, you better deliver,” he says

By Josef Adalian

DreamWorks Animation chief Jeffrey Katzenberg toned down his verbal jihad against quickie 3D conversions Wednesday – but he’s still insisting content suppliers need to give audiences a premium product if they’re going to attach a premium pricetag to it.

Appearing at a hastily added session at the National Association of Broadcasters convention in Las Vegas, Katzenberg — without mentioning any specific movies – said movies not designed for 3D, but quickly converted, are “not what’s really capturing the imagination” of consumers right now. Last week, Katzenberg sparked a big debate over 3D when, talking to Variety, he called Warner Bros.’ 3D effort on “Clash of the Titans” a “cheeseball“ product.

Despite being given the chance by one audience member, Katzenberg (pictured above at January’s Consumer Electronics Show) held his fire this time, refusing to directly slam that movie, or any other. But he did make it clear that studios shouldn’t con folks who shell out bigger bucks to watch a film in 3D.

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