×
You will be redirected back to your article in seconds

Cameron to bring 3-D into living rooms

'Avatar' part of TV, Blu-Ray player push

James Cameron is taking his 3-D mission beyond the multiplexes, aiming to get a toehold in American homes with 3-D TVs and Blu-Ray players in a partnership with Panasonic while tubthumping his “Avatar” pic.

The manufacturer has been named exclusive audiovisual partner for the 3-D film and will promote it along with several of its upcoming products, including its Full HD 3-D technology, in a global advertising campaign.

A truck tour showing a clip from the film on a 103-inch 3-D HDTV will be part of the promo push.

“Any attention to 3-D is good,” said Eisuke Tsuyuzaki, chief technology officer of Panasonic. “A tie-in with a landmark movie sends a strong message not only to consumers but to the industry in general.”

Panasonic is betting big on 3-D’s future in homes. The company has established a division to help studios develop 3-D Blu-ray technology and is investing heavily in home electronics to take advantage of those features.

Cameron predicted that 3-D will become ubiquitous on all screens and made a point of making all video displays seen in “Avatar” 3-D.

While 3-D has commanded higher ticket prices at cinemas, there has not yet been a homevid release using the latest 3-D technologies, so there’s no precedent for 3-D Blu-ray disks to also be sold at a premium price.

A Fox spokesman said the studio would announce the date of the “Avatar” homevideo release after the pic’s theatrical window has closed, as is its usual policy, and all announcements pertaining to price and 3-D would be made at that time.

While this partnership is centered on “Avatar,” Tsuyuzaki noted that it is not an exclusive relationship with Fox.

“Content is the driver and we’re certainly looking forward to working with not only Fox’s ‘Avatar,’ but with Disney, Lionsgate and other companies,” he said.

Today, DVD or Blu-ray titles have to be downgraded to lesser anaglyph 3-D technology to bring 3-D into the home. “Coraline” and “Jonas Bros: The 3-D Concert Experience” are among 2009 titles that have featured such technology, which produces what some observers deem murky images with poor color.

Panasonic, though, is preparing to launch a stereoscopic 3-D plasma home theater system, which would more accurately re-create the theater experience.

While the company has not announced a launch date beyond 2010 for the system, which is dubbed “Full HD 3-D,” the marketing relationship with Fox suggests the technology will available before the home release of “Avatar.”

Cameron and Panasonic worked together during the filming of “Avatar,” with the helmer relying heavily on the company’s equipment. The director is also working with vidgame producer Ubisoft to create a stereoscopic game tie-in. That game will hit stores on Nov. 24, more than three weeks prior to the film’s Dec. 18 bow.

“Avatar” is expected to be among the first, if not the very first, stereoscopic Blu-ray releases. The Blu-ray Disc Assn. is developing universal specifications for such titles so they will work on 3-D Blu-ray players from various manufacturers.

Panasonic has privately been demonstrating its Full HD 3-D system using a 3-D Blu-ray version of Disney’s “Up.”

(David S. Cohen contributed to this report. Susanne Ault is a writer for Daily Variety sister publication Video Business.)

More Film

  • Aquaman 2018

    'Aquaman' Crosses $250 Million at Foreign Box Office

    Things are going swimmingly at the box office for “Aquaman” as the Warner Bros.’ superhero flick hits another major milestone overseas. James Wan’s take on the ruler of the seven seas just passed $250 million internationally, and a weekend haul of $126.4 million from 43 territories brings its foreign tally to $261.3 million. “Aquaman” — [...]

  • Mortal Engines

    'Mortal Engines' to Lose More Than $100 Million at Box Office

    “Mortal Engines,” a steampunk fantasy adventure, is also an epic flop. With a budget of just over $100 million and tens of millions in global marketing costs, executives at rival studios estimate that the movie will lose upwards of $100 million. Some even project that number could float to more than $125 million. “Mortal Engines” [...]

  • Thierry Frémaux, José Luis Rebordinos Honored

    Thierry Frémaux, José Luis Rebordinos Named Honorary Argentine Academy Members

    BUENOS AIRES — In a ceremony just before Friday’s prize announcements at Ventana Sur, Cannes chief Thierry Frémaux and José Luis Rebordinos, director of the San Sebastian Festival, were named honorary members of Argentina’s Academy of Motion Picture Arts and Sciences, in a new move for the Academy, out through by its new president, Bernardo [...]

  • Nona

    Film Review: 'Nona'

    Twenty years and 12 features down the line, it’s still hard to peg the directorial sensibility of Michael Polish, with or without the presence of brother Mark as frequent co-writer and actor. His output has been all over the place, from early Lynchian quirkfests to the very middle-of-the-road inspirational dramedy “The Astronaut Farmer,” not to [...]

  • Pawel Pawlikowski "Cold War"

    Pawel Pawlikowski's 'Cold War' Wins for Best Film, Director at European Film Awards

    “Cold War,” Pawel Pawlikowski’s black-and-white romance set in the 1950s, scooped the prizes for best film, director and screenplay at the 31st edition of the European Film Awards on Saturday. “Cold War” star Joanna Kulig also won the award for best actress. Marcello Fonte, the star of Matteo Garrone’s “Dogman,” won for best actor. Armando Iannucci’s [...]

  • The Favourite Bohemian Rapsody Star is

    The Best Movie Scenes of 2018

    When we think back on a movie that transported us, we often focus on a great scene — or maybe the greatest scene — in it. It’s natural. Those scenes are more than just defining. They can be the moment that lifts a movie into the stratosphere, that takes it to the higher reaches of [...]

More From Our Brands

Access exclusive content