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THIRD DIMEN$ION

By
Brian Garrity
Published Nov. 15, 2007, 10:00 a.m. ET

Hollywood studios are producing a growing number of film projects in 3D in a bid to lure movie fans off the couch and back to the big screen.

The public’s appetite for a three-dimensional experience at the movies, long considered a novelty, gets a major test this weekend when Paramount Pictures, Shangri-La Entertainment and Warner Bros. Pictures release “Beowulf” tomorrow. Director Robert Zemeckis’ adaptation of the epic poem, which uses a blended live action and animation film making technology called motion-capture, will be released in 3D at over 1,000 theaters, on top of its availability in standard definition.

That’s a much wider release than past 3D titles from the studios. Disney’s animated “Meet The Robinsons,” released earlier this year, was the previous record-holder on over 600 screens.

Meanwhile, DreamWorks Animation yesterday announced a non-exclusive deal with IMAX, one of a handful of companies offering 3D so- lutions to theaters, to release its first-three 3D releases, including the next Shrek sequel, in IMAX 3D.

Also getting in on the act is famed “Titanic” director James Cameron, who is set to release his next film “Avatar” in 3D via 20th Century Fox in 2009.

“This is an opportunity for the movie theater experience to innovate in a way that the home market cannot compete with,” DreamWorks Animation CEO Jeffery Katzenberg told The Post. He estimates the move will add $15 million in costs per film.

“I think this becomes something that so differentiates what you get in your home versus what you get in a movie theater, it becomes a real driver to keep people excited about the movie going experience,” Katzenberg said.

There’s also new revenue opportunity. Theaters are charging $1-$2 more for a 3D ticket. (Though they do face upgrade expenses.)

IMAX co-Chairman and CEO Richard Gelfond see a range of sci-fi, horror and adventure films – both live action and animation – hitting theaters in 3D.

Added Katzenberg, “This is not you father’s 3D. It is not a gimmick or a theme park attraction . . . It’s light years ahead of what people have seen in the past.”