i just watched Toy Story 3 (in 3D) with my kids. it’s a great movie. great story, great execution. but why is it in 3D? My kids all felt it was unnecessary and distracting.
3D has become the new thing. Why?
A couple of reasons. Just as 3D was the gimmick that was supposed to save movies from TV back in the 50s, it has become the thing that will save movies from piracy in the 00s. The files will be too big to download and you can’t watch it on your computer.
But the flaw in that thinking is something very familiar to anyone who works in advertising: 3D isn’t an idea, it’s a technique. And applying it willy-nilly is just stupid. I noticed my kids and i ditching the 3D goggles several times during Toy Story 3. It just wasn’t adding anything to what was already a great story really well executed. Isn’t knowing when to stop the most important creative skill? It is.
The World Cup in 3D? great idea. everything and the kitchen sink in 3D? bad idea.