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 yearâ€™s BEXCO-held Busan market, withÂ Boon Joon-hoâ€™sÂ The Host 3D, converted from the original 2D 2006 hit, andÂ Tsui Harkâ€™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. â€œThe fact that itâ€™s the first Chinese-language martial arts film fully shot in true 3D generates keen interest,â€ saidÂ Virginia Leung, head of sales at Hong Kong-based Distribution Workshop.Â
For genre titles, 3D certainly is a selling point, but itâ€™s not a sure thing, which is why the thrillerÂ Dark FlightÂ from Thailandâ€™s Five Star Productions is being offered in both 2D and 3D. â€œWith a choice, buyers are defi- nitely more interested in knowing more about the 3D version, but no actual sale has been made yet,â€ said the companyâ€™sÂ Pannita Likitthammasarn.
A 3D filmâ€™s chances are helped if the genre is a directorâ€™s specialty, such as Universe Filmsâ€™ 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 2010â€™sÂ The Childâ€™s Eye 3DÂ by Pang, along with his twin Danny. â€œWeâ€™re cautious choosing films to make in 3D, only the suitable genres make the cut,â€ said Universe COOÂ Alvin Lam. â€œThe story ofÂ SleepwalkerÂ is intriguing enough even if itâ€™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.â€