Using analogies stretching from the Wright Brothers' first flight to ancient cave paintings, Jeffrey Katzenberg, George Lucas and James Cameron took the stage at CinemaCon to tell exhibitors that the 3D revolution has only just begun.
But the three had a word of caution for filmmakers looking to pad the grosses by converting films to 3D late in the process.
"I’m concerned about things that erode the market. Bad 3D is one of them," Cameron said.
Katzenberg echoed Cameron, labeling the conversions – like last spring's "Clash of the Titans" – "disappointing" and noting that "the 3D done to date has lowered the high bar.