Jury Still Out on 3D Market Titles
Sellers say the format stirs interest, but the costs can be an issue.
3D titles are building a stronger presence at this year’s BEXCO-held Busan market, withÂ Boon Joon-ho’sÂ The Host 3D, converted from the original 2D 2006 hit, andÂ Tsui Hark’s $35 millionÂ The Flying Swords of the Dragon GateleadingÂ the pack. For a potential high-profile blockbuster such asÂ Swords, 3D is just another commercial element among many. “The fact that it’s the first Chinese-language martial arts film fully shot in true 3D generates keen interest,” saidÂ Virginia Leung, head of sales at Hong Kong-based Distribution Workshop.Â
For genre titles, 3D certainly is a selling point, but it’s not a sure thing, which is why the thrillerÂ Dark FlightÂ from Thailand’s Five Star Productions is being offered in both 2D and 3D. “With a choice, buyers are defi- nitely more interested in knowing more about the 3D version, but no actual sale has been made yet,” said the company’sÂ Pannita Likitthammasarn.
A 3D film’s chances are helped if the genre is a director’s specialty, such as Universe Films’ psychological thrillerÂ Sleepwalker 3DÂ by directorÂ Oxide Pang. TheÂ Angelica LeeÂ vehicle, selected in-competition at the upcoming Tokyo Inter- national Film Festival, is the second 3D Universe release since 2010’sÂ The Child’s Eye 3DÂ by Pang, along with his twin Danny. “We’re cautious choosing films to make in 3D, only the suitable genres make the cut,” said Universe COOÂ Alvin Lam. “The story ofÂ SleepwalkerÂ is intriguing enough even if it’s not in 3D, but the 3D element does help attract the attention of buyers in certain regions not usually drawn to these kind of stories.”