Michael Bay Urging Theater Owners To Show Transformers As Brightly As Possible

By Eric Eisenberg 2011-06-23 15:55:19discussion comments
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Proponents of 3D desperately need people to go see Transformers: Dark of the Moon in the third dimension. In the past few months box office numbers for 3D screenings have been dwindling, with audiences finally getting fed up with studios robbing them of the extra $4 just so that they can see movies through a dim haze. Pirates of the Caribbean: On Stranger Tides, Kung Fu Panda 2, and Green Lantern all underperformed due to the rejection of the new technology and ticket sales say that more people are buying tickets for Harry Potter and the Deathly Hallows Part 2 in 2D. Stocks in theater chains are dropping and Real D has seen a 24 percent plummet. Transformers may not end up saving 3D, but it could, so Michael Bay is doing what he can to make your 3D experience better.

The New York Times is reporting that Bay has gone as far as to call the executives behind the major theater chains and has urged them to start using 3D projector bulbs to their full capacity in order to improve brightness, the technology's biggest enemy. It's previously been reported that chains have been purposefully dimming projections so that they can lower the cost on bulbs. Said Bay of his mission, "If this was having my name on it, I was determined to make it technically perfect. We’ve spent an enormous amount of time making sure the eye is transitioned from shot to shot."

There are going to be hundreds of executives biting their fingernails as they wait for the 3D numbers to roll in for Transformers. If audiences are completely rejecting the format now, what are they going to do with all of the blockbusters that are currently in production and scheduled for release in not only 2012, but 2013? At what point do they recognize the writing on the wall and pull the plug? On the flip side, this is where people who truly dislike 3D can take a stand. If you're sick of wearing sunglasses in a dark theater, and getting headaches or motion sickness, don't go see Transformers: Dark of the Moon in 3D.
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