Katzenberg Explains that 3D Focus Should Be on Quality

  • Dreamworks CEO Jeffrey Katzenberg discussed the current status of 3D entertainment at Fortune’s Brainstorm Tech Conference in Aspen, Colorado on Tuesday.
  • Katzenberg placed blame on the entertainment industry and lack of content quality for slow consumer adoption of 3D.
  • He explained that Hollywood executives have been short-sighted in their attempts to capitalize too aggressively on the technology without emphasizing quality. Katzenberg described the execs as driven by “that singular and unique characteristic that only exists in Hollywood, greed.”
  • “With time we’ll get back to success here but it’ll only come by embracing [3D] as a storytelling tool and using it to enhance the film experience,” he added.
  • Katzenberg’s full transcript is available from the Fortune post.