By Kevin Jagernauth | The Playlist October 18, 2012 at 10:44AM
3D, once vaunted as the format that would renew moviegoer attendance and buoy declining revenues, has now nearly become a dirty word. Hardly a week goes by without a movie arriving in the format, usually converted, asking audiences to pay an extra fee for underwhelming visual pizazz. So it comes as quite a nice and refreshing surprise to hear a producer take a level-headed approach and talk about 3D in terms of serving the movie, not just the bottom line. And so, for those of you wanting James Bond's martini glass to be in your face, that likely won't happen anytime soon.
"3-D is fantastic for the right material, but we're not sure Bond is the right way to go," "Skyfall" producer Barbara Broccoli recently told press. "With our movies, there's a lot of challenges to 3-D, particularly when you've got a lot of action and a lot of quick cutting."
Those are words we thought we'd never hear coming out of the mouth of a movie producer, but then again, few folks in Hollywood are protecting a brand as well known and as valuable as James Bond, which celebrates 50 years in 2012. Decisions around the franchise aren't made lightly, as they have an image and reputation to uphold. "It has to be right for our story," Broccoli continued. "Unless you can do something as well as ('Avatar'), it's probably not worth looking at."
Co-producer and Broccoli's half brother Michael G. Wilson noted that there was some interest in converting some of the older 007 movies into 3D, but he calls the format "more of a novelty." But as always, producers aren't going close doors entirely on moneymaking opportunities, so maybe, one day, we'll get 0073D. "Who knows? We'll see if things change in the future," Broccoli said.
As for "Skyfall," it arrives in two flavors -- plain ol' 2D and IMAX -- on November 9th. Check out the latest videoblog on the music for the film below. [CTV]