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Cannes 2012: 3D Comes Into Sharper Focus

By May 16, 2012March 24th, 2020Newswires

By Scott Roxborough

With its novelty beginning to wear thin, distributors are hoping a more discerning use of the once red-hot format will lead to renewed interest (and even the art house is chipping in). The 3D goldrush is over. The box office tsunami that was James Cameron’s Avatar set producers and sales agents scrambling to stuff their slates with anything 3D, hoping to ride the wave. But while there have been plenty of indie 3D hits — from Relativity Media’s Immortals to the sleeper success of Wim Wenders’ dance documentary Pina — the new format has not proved a guarantee of global sales and box office success.

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