[Excerpt]

“We believe that our 3D experience must be an impactful experience,” said Phil Orlins, coordinating producer for ESPN and the X Games. “It’s really hard to make it a positive experience for everybody. I mean as we all know, eyes and brains are not the same for everybody. One person sees something they think is magical, the other person says, ‘Hey. It’s a little too close for me.’ But we believe that (3D) has to make an impact or else there’s really no point to going down this road.” As a result, ESPN will risk making people uncomfortable for a moment to get that impact.

There is no consensus on what good, impactful 3D is, of course. Some auds and some pictures demand “eye popping,” off-the-screen 3D moments, some are happier with stereo depth. Orlins says that while he’s not looking for anyone to draw up guidelines, “it’s definitely on us to try to make it the best experience for the best majority of the audience. And making it comfortable for 100% doesn’t necessarily make it impactful for 90%. That’s a really tough balance to find.”

Hollywood, I get that 3D is working for you because you finally found something to charge more for — and if there was no upcharge, it would be too expensive. But remember, 3D is also helping drive d-cinema adoption and accelerate the abandonment of 35mm release prints, which saves you a bundle. It helps reduce piracy. The higher ticket price isn’t your only benefit from 3D.

So maybe you should try something different: a “smaller” movie, like a “Bridesmaids” or “Crazy Stupid Love,” in 3D. Or at least 3D in your action movies that aspires to something more than “not painful.” And maybe knock down that upcharge, to win back the auds you’re slowly driving away.  …

Read the full Variety article here: http://www.variety.com/article/VR1118040853?refCatId=1009