Three dimensional (3D), or stereoscopic, movies are not exactly a newcomer to the entertainment world.  In fact, 3D actually predates the “talkie” when it comes to cinema.  The Power Of Love was released in 1922 and was the first known 3D film, coming out well before the talking shorts of the mid-20’s and The Jazz Singer (first feature length picture with sound) in 1927.  Oh, and The Power Of Love is a “lost” picture, so if you have a copy in your basement or attic, you just became a very wealthy person.  3D would become a fun “gimmick” for films over the next few decades, usually in the horror and action genres.  However, it never showed much staying power, as it usually did little to help at the box office.  

Things have definitely changed, due in large part to more movies moving away from film stock and being made digitally.  As CGI (computer generated imagery) became a part of most action, sci-fi and animated releases, 3D made it’s way back into the picture (no pun intended).  With viewers, both in theatres and at home, looking for more “realistic” images on their screens, it isn’t surprising that an improved version of the old cinema gimmick has become popular.  

Obviously, when people talk about the current rise in 3D movies, you think of the successes of Avatar and Alice In Wonderland, big budget films that made huge splashes at the box office (and later on DVD).  However, there have also been flops, like The Nutcracker in 3D, which saw less than $200 thousand dollars at the box office after going through a budget of $90 million.  Movie studio executives, already taking a “sky is falling” mentality in regards to their business lately, have seemingly decided to focus on a, shall we say, safer use of 3D, the re-release.

Disney has seen great returns by spending a (relatively) small $7 million to convert their proven winners The Lion King and Beauty And The Beast into 3D films, garnering strong opening weekends.  Lucasfilm joins the game this weekend with the re-release of Star Wars Episode 1: The Phantom Menace, the start of a long cycle that will see the entire series of films put on the big screen in 3D.  However, is the 3D conversion really making a difference?  Wouldn’t children (and their parents) still go to the theatre for a chance to see these classics on a big screen, even without them being put in 3D?

Will studios be willing to put more money into potential Avatar’s, hopeful to avoid the Nutcracker’s, or will they be content to let the films succeed in 2D first, and then convert it later for an additional cash grab?  What do you think?

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