“Release the Kraken,” Liam Neeson’s Zeus commands in the WB’s “Clash of the Titans” re-make, but Hollywood should be more concerned that the film itself might release a backlash against the 3D format. There are several indicators that point to a perfect storm brewing against what has come to be regarded as the cinema industry’s digital savior.
Amongst Hollywood filmmakers there has been unusually vociferous attacks against Warner Bros.’ decision to go for a rushed eight-week conversion of “Clash of the Titans” to 3D. The conversion is a true test for Prime Focus whose technology is unproven on such large scale projects. Fresh off the global success of “Avatar” James Cameron weighed in against “slapdash conversion” in a recent BBC article that re-hashed Mike Fleming’s more in-depth Deadline article, where Cameron said that after the success of his award-winning epic:
“Now, you’ve got people quickly converting movies from 2D to 3D, which is not what we did. They’re expecting the same result, when in fact they will probably work against the adoption of 3D because they’ll be putting out an inferior product.”
Micheal Bay threw more fuel on the fire in a Deadline post and even appeared to take a direct swipe at Prime Focus, an Indian based post-production company that has been doing the bulk of the work on “Clash of the Titans’” conversion from 2D-to-3D :
“I’m used to having the A-team working on my films, and I’m going to hand it over to the D-team, have it shipped to India and hope for the best? This conversion process is always going to be inferior to shooting in real 3D. Studios might be willing to sacrifice the look and use the gimmick to make $3 more a ticket, but I’m not. “Avatar” took four years. You can’t just sh*t out a 3D movie. I’m saying, the jury is still out.”
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Industry vet Rob Hummel—who most recently served as president of digital cinema at Dalsa—has been named CEO of Hollywood-based postproduction house Post Logic Studios, a division of India’s Prime Focus.
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