Raghav Anand, Segment Champion (new media), Ernst & Young
, or three dimensional films, are touted as the next wave not only in cinematic experience, but also for box office collections. As increased occupancy and higher ticket prices boost collections film makers are queuing up to add the extra dimension to their releases. The
long-term success of 3D films, however, hinges on key aspects of the 3D value chain evolving and establishing itself. In India as the 3D momentum builds up, there are still parts of the value chain which are evolving and can alter the commercial equations of a 3D release.
These include:
Pre-Production: Hollywood's experiences have established that the suitability of the script to 3D and robust planning in the pre-production phase go a long way in cementing the success of the movie. In India the scripts, themes and mass audience tastes are still evolving to be suitable for wide 3D release. One needs to assess right upfront whether the subject and treatment goes well with 3D and coordinate the shoot schedules before hitting the floor.
Production & Post production: The production costs of 3D are 30-40 per cent higher if you are shooting in stereoscopic, which in itself is a time consuming and complex process. To coordinate dates of leading actors and accommodate the extended schedule can often be very cumbersome. It invariably makes production costs shoot up, especially if the crew lacks 3D production experience. The post production costs can also be significantly higher especially if one needs to set right production slip-ups.
Distribution & Exhibition: The distribution of 3D films is just evolving with many still figuring the differences between various formats and the theatres which are compatible. Theatres on the other hand have to adopt DCI-compliant 3D projection systems for Hollywood movies requiring significant investment per screen. Indigenous Indian technology providers are offering the 3D conversion along with satellite delivery at a much lower cost or on a revenue sharing basis which could be attractive for theatre owners. But these may not be compatible with Hollywood movies from major studios. More theatres would need to adopt 3D systems along with bandwidth efficient distribution for mass 3D releases.
Audience Experience: The cinematic experience of movies converted from 2D to 3D is often not as seamless as the ones shot in 3D. This combined with a poor script often ruins the first 3D experience for many. Not everyone is hence happy to repeatedly fork out 40 per cent extra for any 3D movie. Moviemakers have to hence concentrate on adding depth to the script than just illusion of depth to an otherwise 2D story.
The recent success of Hollywood sci-fi flicks and domestic horror genre is an encouraging sign for 3D films in India. However the return on investment for the producer will depend on how these parts of the value chain evolve and effectiveness of the 3D productions plans. Indian moviemakers would hence do well to develop a strategic view of the 3D movie value chain, pre-production through to exhibition, before allocating budgets to a 3D title.
Raghav Anand is the Segment Champion (new media), Ernst & Young 
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