Jury Still Out on 3D Market Titles
Phil Lelyveld
Entertainment Technology Center
[Hollywood Reporter]
BUSAN, South Korea — 3D helps generate sales interest, but not necessarily sales, exhibitors at the sixth Asian Film Market told The Hollywood Reporter.
3D titles are building a stronger presence at this year’s BEXCO-held Busan market, with Boon Joon-ho’s The Host 3D, converted from the original 2D 2006 hit, and Tsui Hark’s $35 million The Flying Swords of the Dragon Gateleading the pack. For a potential high-profile blockbuster such as Swords, 3D is just another commercial element among many. …
But in terms of international sales, the potential for 3D is hit or miss, especially given the costs of the format. “It’s less easy to push for theatrical release out- side of Asia — the asking price for 3D films is higher and the material is more expensive. When it comes to television or video rights, 3D isn’t actually an attraction, given that 3D television is not yet commonplace,” said Film Asia sales rep Dirkson Yu. …
If there is one genre sellers believe is most suited to 3D treatment, it’s animation. Legend of a Rabbit 3D from China, …
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