Deadline has reported that Baz Lurhmann’s adaptation of The Great Gatsby will act as an indicator of 3D’s growth potential beyond animation and action movies. The movie stars Leonardo DiCaprio (The Departed) and Tobey Maguire (The Spiderman Trilogy), and was recently announced as the opening film for this year’s Cannes Film Festival.
Here’s a bit more on the proposed future of 3D:
The 3D version of F. Scott Fitzgerald’s classic, which was just tapped to be the opening night film at this year’s Cannes Film Festival and which Warner Bros plans to release in the U.S. on May 10, will provide an early indication of whether the extra dimension appeals to audiences who like dramas — and not just animation, action, and fantasy fans. “We’re really excited to see what the data points are,” RealD Chief Financial and Operating Officer Drew Skarupa said today of The Great Gatsby at the Piper Jaffray Technology, Media and Telecommunications Conference. The 3D technology company is also eager to see additional films that appeal to overseas audiences. When a movie is available in 2D and 3D, about 60% of international sales go to the 3D version as opposed to 45% in the U.S. That’s a problem because “the press and the Street tend to focus on the domestic numbers.” What accounts for the difference? “We’ve seen direct correlations between the number of 3D showtimes and box office,” Skarupa says. “We’d like to see in the U.S. markets a greater percentage of 3D showtimes.” Although theaters have had some success with older movies converted to 3D, including Disney’s The Lion King, he expects that trend to slow because the pipeline of new 3D releases is becoming crowded.
There is the possibility that The Great Gatsby will prove wildly successful due to its star power and the curiosity surrounding the inclusion of 3D. If this is the case, the film’s box-office performance may well be an anomaly and simply down to hype. Then the focus will shift towards the effectiveness of the 3D, and whether cinemagoers will be prepared to pay premium prices to see another drama in this format, without any real wow-factor.
Here’s a brief synopsis:
Nick Carraway, a Midwesterner now living on Long Island, finds himself fascinated by the mysterious past and lavish lifestyle of his neighbor, Jay Gatsby. He is drawn into Gatsby’s circle, becoming a witness to obsession and tragedy.
The Great Gatsby stars Leonardo DiCaprio as Jay Gatsby, along with Carey Mulligan, Joel Edgerton, Isla Fisher, Tobey Maguire and newcomer Elizabeth Debicki. The film is due for release in the US on 10th May and in the UK on 17th May 2013.