After ‘Avatar,’ filmmakers at SXSW explore whether 3D is gimmicky or goldenIn the wake of the blockbuster success of “Avatar,” is 3D a marketing stunt or an entertainment enhancement in moviemaking? Filmmakers at a panel discussion March 13 at South by Southwest disagreed on the answer.
Director Ruben Fleischer said “Avatar” changed the way we see movies. 3D elevates the entertainment value of films, he said. In fact, Fleischer said the sequel to his recently released “Zombieland” is being planned with 3D in mind.
“I don’t find it gimmicky unless you make it gimmicky,” Fleischer said of 3D. “I think it’s just a cool way to make it more entertaining.”
Austin filmmaker Robert Rodriguez, who screened parts of his new “Predators” at SXSW, said he’s a big fan of 3D. He said fans should see movies that embrace 3D technology, like those produced by Pixar, rather than flicks made by “ambulance chasers” who exploit 3D.
Conversely, director Ti West said the 3D aspect of “Avatar” was “cooler” than the movie itself.
“I think that’s kind of a bummer. You’ve got to wonder when the technology comes first whether it’s good or bad for the movie,” said West, whose films include “The Roost” and “Trigger Man.”
Staking out a middle ground between Fleischer and West, filmmaker Matt Reeves said 3D can be distracting if it’s not employed properly. The use of 3D depends on a movie’s genre and content, he said.
“I must say the 3D in ‘Avatar’ is amazing. You feel immersed,” said Reeves, whose work includes “The Pallbearer.”
Missing from the March 13 panel were filmmakers Quentin Tarantino and Eli Roth, who canceled their appearances at SXSW Film “due to unforeseen circumstances,” SXSW officials said.
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