There
was a whole lot of buzz last December when "Avatar" arrived in
theaters as one of the most astonishing visual experiences ever created.
But what's been a little less celebrated is the slow but steady climb up the
box office charts for James Cameron's 3-D space epic - hampered by a lack of
adequate 3-D facilities.
Cameron's Pandora-based action-adventure once again took the top spot at the
box office last weekend, marking the fifth consecutive weekend the movie has
reigned supreme.
In an era when even most successful Hollywood mega-blockbusters fizzle after
a week or two, replaced by another heavily-marketed competitor, the staying
power of "Avatar" is impressive. But what few people are talking about
is that the movie's weekly 3-D dominance also points to a sad but true state of
affairs for the American film industry: Movie theaters are not yet ready to
handle 3-D films on a mass scale.
Twentieth Century Fox has said publicly that when it green lit
"Avatar," it firmly believed there would be more screens across the
country capable of digitally projecting high-quality 3-D fare. 3-D is projected
digitally to ensure a brighter picture and crisper three-dimensional experience.
But instead of having some 2,000 or 3,000 3-D venues spread out across
America, there are only 1,000 high-quality 3-D venues.
So this is why "Avatar" has continued winning the box office week
after week after week. The 3-D venues are selling out. As a result, viewers are
forced to wait another week to buy tickets. The business is being spread out;
the 3-D American marketplace is operating at capacity.
No doubt this issue hasn't led to any sleepless nights for Cameron or the
execs at Fox. The movie is well on its way to eclipsing "Titanic" as
the biggest box office haul of all time. And there's no doubt it was all helped
by reviews that said "Avatar" was an immersive experience that simply
had to be seen to be believed.
But I see this overwhelmed infrastructure as a major issue for Hollywood. As
directors like Tim Burton embrace a 3-D vision with his upcoming "Alice in
Wonderland," this system is going to be tested time and again.
As more movies are made explicitly to be seen in 3-D - not just modified so
things jump out at the audience, as has been done before - what will it mean to
movie buffs and movie studios to see a startling lack of 3-D facilities?
"Avatar" may have had the staying power to keep people coming back
for weeks upon weeks, but what happens when fans simply give up with the next
3-D title? "Avatar" hasn't just proven the artistic potential of 3-D
filmmaking; it's revealed the fact that Hollywood is utterly unprepared for a
3-D world.
E-mail: SnyderReviews@hotmail.com