CinemaCon 2011: James Cameron, George Lucas, and Jeffrey Katzenberg Discuss the Future of Movies 
Wow, my fingers have never typed as fast as they did to capture the  notes for this panel. But how could they stop when it was James Cameron,  George Lucas, and Jeffrey Katzenberg discussing the past, present and  future of the movies? Each one a heavyweight in the movie industry’s  technological evolution: Cameron, who pioneered modern 3D filmmaking  with Avatar; Lucas, who pushed exhibitors to raise their  audio/visual standards with THX; and Katzenberg, the man who ushered in  the 3D era of the animation.
The three were on stage at CinemaCon today as part of the Digital  Filmmakers Forum and spoke in detail about what to expect in the next  five years. Also, Lucas dropped a small hint about Episode VII with a little cajoling by Katzenberg. I’ll get out of the way of these guys and let you geek out for yourself:
The Importance of Digital Technology
George Lucas: All of art is technology, whether it’s learning to draw on a wall with charcoal or using the printing press.
Take for instance in graphic arts, the move from fresco painting,  where you’re inside a building with a giant crew and need to work  quickly before the paint dries. Each person has their specialty, one guy  is responsible for only making blue paint who learned it from his  father and his father before that. You have to organize them, which  makes it complicated when you’re dealing with creativity.
Then oil paints came along, freeing the artist. He could go outside  by himself and decide to paint the sun. And if he didn’t like it, he  could change it. This freed artists creatively and this is what digital  does.

James Cameron: Digital technology gives you the  ability to create worlds. We’re at a point where if we can imagine it  then we can create it using the photo-realistic CG tools that are  available now.
Then there’s the digital exhibition side which maintains that quality. Titanic played so long that our film prints fell apart, we only left theatres  because of that. We only did a new round of 100 prints as the older film  prints began to literally fall out of the projector. There’s a limit to  how long a film print can be played and I know what it is, it’s 16  weeks. A good problem to have.
A major catalyst in making digital exhibition more ubiquitous was 3D.  It’s what drove and is currently driving the digital rollout. But for  the next two Avatar movies I want to display a higher  framerate, 48 or 60 frames per second. Don’t think “oh, no” we have to  spend more in upgrades since it’s a small cost once you’re in the  digital realm. The expensive part is already done. Plu the faster  framerate shows you a different movie, it takes the glass out of the  window and puts you in reality.
We have to constantly fight against other distribution methods like  premium VOD and streaming and to do this we have to be great showmen. We  need to have great sound and a great image.
Jeffrey Katzenberg: Digital evolution in animation  has actually been a revolution. From when John Lasseter delivered that  first full-length CG animated movie in 1994 (Toy Story) to  where we are 16 years later, digital tools have more then transformed  the experience, it transformed the art of how it’s made.
We’re constantly trying to push the technology. Currently, we have  250 engineers working purely in R&D to make sure our animators have  the best tools, so that each time you watch our movie it’s a new  “wowie!” But we’re just building knowledge, we’re still so early in the  process.
Lucas: Where we are in the stage of digital is like  being in 1900 during the chemical research phase of film. We’re just  touching the surface. And once you go digital, spending the money to get  in the game, everything after that is infinitely cheaper.
You can go millions of miles with very little bit of gas, you can modify and move inexpensively.
Katzenberg: When I saw Polar Express in  2004, that was the first time I ever had an experience like that in a  theatre. It exhilarated me like no movie has done before. It pulled me  in emotionally and physically. I came out of the theatre thinking we  need to do this right now.
The Next Five Years

Lucas: The big transformation has happened which was  sound. That type of change won’t come for another 30, 40, 50 years. In  digital, the things we are doing are just little incremental tweaks that  make it better. The “real event” has already happened.
Like many theatregoers, I love the movie theatre. I make my movies  for the movie theatre, I don’t mind other platforms, but you have to see  it in the movie theatre to experience it how I want you to experience  it. Theatres represent a social art that you can’t get that on an iPhone  or on a computer. People go to a huge venue to share that experience  together. They get to dress up, show off to other people, laugh, cry  together. Movie theatres will never ever go away.
Katzenberg: In animation the next level is the next  level of computing: scalable multi-core processing. What it means is  that the power or the microchip is about to take a quantum leap and  Moore’s Law goes out the window. Our artists can create and see their  work in real-time. Right now, they get a couple seconds of animation  rendered at low resolution and it gives them an idea of what it’s going  to look like. Then 8 or 12 hours later after going through a render farm  they get to see it finalized. They make little tweaks and go through  the whole process again.
In this next generation they will see their work as they’re making  it. Before it’s as if they were painting blind, but are now able to see  what they’re painting. The process will change the quality of what we’re  able to do.
Avatar set the high bar for a whole new level of imagination, thats about to happen to us in animation.
3D Filmmaking
Cameron: I can spend two hours busting myths. Like the myth that you have to shoot differently. The answer is yes and no.
I didn’t shoot differently when I made Avatar. I knew it  would be seen in 3D and 2D, plus 3D at home was still a ways away. If  you wanted to, you can shoot differently to absolutely optimize the  experience and once we have 3D ubiquity then I think we can go that  direction, but the point is you don’t have to. An over-the-shoulder shot  is still an over-the-should shot. A close-up is still a close-up.
Then the myth of not being able to cut as quickly in a 3D movie. Last time I checked Avatar was an action movie and there’s a lot of quick cutting. Is there a tiny  bit of knowledge required? Yes, but that’s what the Cinematographer and  Editors are for.
Make sure you hire a team that understands stereo, but that should  all be transparent. Still make the movie as you would make it with the  3D team as yes people. I didn’t change the way I shot. I had to comfort  myself that I wouldn’t change and the movie wouldn’t suffer, it would be  value added. Once 3D takes away from your normal process then you  should rethink shooting in 3D.

Lucas: Last time I was here I was pushing digital, I  wasn’t thinking about 3D. But Zemeckis and Cameron were big 3D guys and  we talked about ShoWest. I thought it would be a great way to push  digital and 3D since 3D needs that.
So I converted part of Star Wars into digital 3D. What I  found is that it really does create a 3D space. We could never get Yoda  to look right in that digital space in 2D. Once you saw him 3D it became  real. The blue cats [in Avatar] are real.
In an over-the-shoulder shot you believe theres another side to it. When we converted Star Wars, it wasn’t a 3D movie, it was a movie in 3D. It puts you behind the proscenium.
Digital is like the invention of sound, 3D is like the invention of  color. Sound changed everything in movies while color made it better.  Just like
 when you see a 2D movie you’ll feel like you’re watching a black-and-white film. Ultimately everything will completely be in 3D.
3D Conversion Process for Titanic and Star Wars
Lucas: I’ve already gotten a lot of flack for  changing the movie, but I’m interested in the concept of 3D that goes  behind the proscenium. I’d love to see Jurassic Park in 3D. Who  wouldn’t?
With the conversion tests we’ve done it hasn’t changed anything. But  3D is not a technical problem it’s a creative problem. We need to have  people that are making informed decisions. It’s an artform and the shots  are only as good as the people doing the shot. We’ve done the best  conversion we could do since we began eight years ago. The crew knows  every single shot so we have a certain advantage.
Cameron: I’m going to slam 3D conversion right now.  You can’t convert in six weeks, that’s not 3D, it’s 2.2D. It’s false  stereo. Because when it was being converted it was people looking at a  screen, there’s no data stream captured when the shot was done to tell  you the true spatial relationship. A guy at workstation can say this guy  is big and this guy is little so I’ll put him in the background.
There’s no killer app that can convert something to 3D. It’s still  about workstations and working for long periouds of time, hopefully with  the filmmaker right there.
I can remember the Titanic set so I have insight about the  space. We have scanned images of the performers from back then when it  was used for face replacement FX. And since we have those scans of them,  we can create continuous depth. But it can’t be done quickly.
It’s the bad 3D  conversion which is eroding the artform. You can add  all the bells and whistles you want, but you can’t add conversion to  the post-production process. Unless if you have eight months which isn’t  as cheap as just shooting natively in 3D.
Katzenberg: I don’t think its a question of tools,  it’s the talent in control of the tools. 3D done to date that’s lowered  the high bar has not had artists on the tools. It’s disappointing and  devalues an amazing opportunity for all of us, which is why I’ve been  too crticial perhaps. This is just the beginning and anybody that tries  to cash in with the quick score will ruin it for the rest of us. It’s a  travesty for us to take this amazing opportunity and offer something so  important by taking the low road.
Lucas: The audience is listenting, to quote the famous line. Films that have been converted badly don’t go unnoticed.
Katzenberg: Will Episode VII be shot in 3D?
Lucas: Yes. By then it will be done as a hologram.
Final Thoughts on the Future of Cinema

Katzenberg: Above and beyond what you heard here,  it’s the quality of the experience. The single greatest opportunity for  exhibition is to acually bring together the ability to see a movie and  eat a meal. It’s the next blockbuster thing that cannot be replicated in  the home.
As George said, people want to go out and have a social experience. Here’s a way to keep theatres around forever.
Cameron: George and Jeff have been very eloquent  about the social experience. There’s a sacredness to the theatre, that  as a fillmmaker drove me to 3D. Once I saw digital 3D about 10-years  ago, I thought: “that’s reality.” I’ve never shot on film again.
It was a 10-year journey of working on it, and the driver of that was  the theatrical experience. We’ve taken hits from VHS and TV and we’ve  rebounded, but we’ve rebounded with more confidence that we can put on a  better show. Avatar is the highest-grossing movie of all-time,  but it’s also one of the most pirated films in history. Then, why did  it still make so much money?
Because of a cult-like need to watch it in theatre. If you didn’t,  then you weren’t part of the conversation. It was the peer-to-peer  social acceptance and ostracization that made it a huge success. Ticket  sales for the 3D version of Avatar was about 50% of all ticket sales and by the end at was 80%. There was a need to have the 3D experience.
Lucas: Look, I’m bringing out Star Wars for the third time. Newsweek asked: “does he have no shame?”
Well we’re into the third generation that are under 12 who haven’t seen Star Wars.  And I’m betting that people who have seen it many times will still join  this new generation to see it again if it’s in a social experience.
Katzenberg: In 2005, when, along with Robert  Zemeckis, we presented 3D to you guys, there weren’t even a 100 movie  theatres in the world with 3D. In 2007 there were 707. By the end of  this year there will be 35,000 theatres with 3D capabilities and we owe  you a lot of thanks in your support and belief. We made it with a hope  you would get there.
So for us and for filmmakers and for Hollywood, all we can say is “thank you.” Thank you in believing in us and belieivng in 3D.