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Can Hollywood expect a 3D backlash?

By May 17, 2010Newswires

Can Hollywood expect a 3D backlash?

By Jake Coyle 

NEW YORK – With Avatar now out of theatres, the industry-wide 3D juggernaut is itself entering another dimension.

The immense box-office success of James Cameron’s sci-fi epic proved the considerable draw of the three dimension effect, and subsequent 3D releases benefited from the buzz.

The next wave of 3D films, although still good bets for continued fortune, may not have it so easy.

Moviegoers, warming to technical terms like “convergence” and “stereospace,” have become more cognisant of the difference between good and bad 3D. Critics have weighed in on its shortcomings. And the general aura of novelty was never going to last forever.

“People are definitely starting to see the difference,” said Jon Chu, director of Step Up 3D.

“All these people putting Hollywood in check on why we’re doing 3D, why we’re raising prices, I think it’s a good thing for the art because it makes sure everyone is using 3D for the right reasons.”

The next 3D release will be Shrek Forever After, the fourth instalment of the animated franchise from DreamWorks.

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