It appears the 5000 screens that were supposed to be ready for the upcoming 3-D onslaught have yet to materialize. We get wind of this news from the mouth of Katzenberg via Variety:
“In the last 30 days, things have not progressed as well as I had hoped, expected and, quite frankly, been committed to, by all the parties involved,” Katzenberg said in response to an analyst’s question. “It’s ongoing as we speak literally now, but in terms of getting the big three (exhibitors: Regal, Cinemark and AMC) on board and actively moving forward, I feel as though things have dragged along, and it’s been pretty disappointing.”
The DreamWorks Animation CEO said his goal has always been to have 5,000 screens deployed by March, so that his studio’s “Monsters vs. Aliens” can be released nationwide in digital 3-D, but that the chances of that happening are dimming. “If these guys don’t get their act together very quickly in the next 30 days, they’re not going to be able to achieve that goal,” he said. “Every week that goes by, it’ll be several hundred less screens that manage to be rolled out in the time frame.”
Katzenberg’s accusations come just a couple of weeks after National Assn. of Theater Owners prexy John Fithian made similar remarks from the other side of the bargaining table during the Digital Cinema Summit at NAB. “If the studios want this to happen in time for 2009, the deals have to be struck, and they have to be struck right now,” Fithian said at the time.
Well this has the potential to be extremely frustrating for the studios and fans of 3-D like myself. I would guess that the theaters are dragging their heels because they don’t want to pay for the upgrades. I can’t say I can blame them, if the studios want to use a new format I would be tempted to say “you pay for it”. This may or may not be the case, it’s entirely possible that the labor and/or the necessary equipment is taking longer to shore up than anticipated.
Digital cinemas do have an outstanding picture, and I personally welcome the upgrade. I’m looking forward to the glut of 3-D pictures coming down the pipe and I certainly hope that the screens are ready to showcase them. If this problem lingers on, and if theatre chains flat out say “fuck you” to the upgrade – I fear the 3-D resurgence will fizzle fast, and I will be left crying, staring at the sun, with my overpriced (but awesome) custom 3-D Raybans.
I hope Mr. Katzenberg can work magic in this situation and find a way to bring everyone on board; and quick. A lack of screens will dent profits, and enjoyment of films that were intended for 3-D viewing. May Katzenberg be blessed with the wisdom of Solomon and the speed of Mercury in this matter.
