During Renee James’ software keynote, Jeffrey Katzenberg, co-founder of DreamWorks Animation and creator of Shrek, was invited on stage to pose the question: “What’s the next step in movies?”
Katzenberg jointly announced the InTru 3D brand with James and said that beginning in March 2009, all DreamWorks releases will be available in both 2D and 3D.
He continued by saying that all of the films would be recorded in 3D initially and you’ll be able to view the animated films though polarised glasses (as modelled by Katzenberg himself) in one of over 5,500 cinemas that already have RealD Cinema technology already installed.
One thing to note though is that movie theatres will need to acquire a new projector that’s able to propel the 3D scenes onto the screen before they can show DreamWorks’ new creations in 3D.
To demonstrate the new technology, we were shown an action-filled sequence from Kung Fu Panda that was specially re-mastered in 3D for IDF. Following this, we were shown a trailer from Monsters vs. Aliens that’s never been seen in public before and I have to say I was impressed with the level of immersion.
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