[Chicago Tribune]

In the runup to his 3D TV pitch at the NAB Show,James Cameron called on movie audiences to become more vocal about the quality of 3D they’re seeing at theaters. “It’s good for people to be selective,” said Cameron. “I think it’s good for the exhibition community to get that feedback. We are not going to your theater because your light levels are not as good as the other theater. I think that’s important for them to hear.” Cameron noted that Paramount checked theater light levels before the release of “Titanic 3D,” as they had done last summer before the release of “Transformers 3.” With that alignment program, he said, “We’re not going to succeed in every theater but we’re going to have a much higher success rate.” “So what we need now is for the audience to give feedback to the theaters. ‘We like this theater. We don’t like that theater. And you guys have to step up.'” …

“People are still seeking out the 3D experience,” he said. “That’s true here, it’s true in China, it’s true in Russia. It’s true everywhere.” Dark projection is an impediment to 3D, he said, and he called on exhibs to step up now, not wait for such advances as laser light engines (which were demonstrated on Saturday at the SMPTE Technology Summit on Cinema). “There’s a tendency in our business to wait until the technology solves it for you. The technology already exists. The RealD XL projectors provide more than enough light if they’re just used properly.” …

Read the full article here: http://www.chicagotribune.com/entertainment/sns-201204161430reedbusivarietynvr1118052684apr16,0,4743700.story