Panasonic claims Hollywood "damaged 3D"
updated 07:00 pm EDT, Wed July 6, 2011
Company criticizes poor 3D movies
Panasonic has lashed out at Hollywood studios, claiming many of the 3D movies released in theaters have had a negative impact on the general perception of 3D technology as a whole. In comments at the Intellect Consumer Electronics gathering, Panasonic marketing director Andrew Denham argued that a large number of films, aside from large-budget productions such as Avatar, have served as poor representations of 3D.
"It all comes back to quality," Denham said, according to quotes posted by TechRadar. "Hollywood damaged 3D by rushing so many badly converted films out in the Avatar's wake."
The executive suggests Hollywood studios need to focus on quality 3D content, instead of cheaply-produced titles recorded in 3D or converted from 2D film stock. "What we need now is the next level, the next Avatar," he says.
Avatar director James Cameron has voiced similar concerns, arguing that the film industry needs to adopt higher frame rates and make other changes to improve 3D presentation. Cameron envisions a future where everything is filmed in 3D, with 2D content converted from the original 3D source material.
