The last 12 months have seen the arrival of many 3d films. The leader of the gang so to speak was James Camerons Avatar. Its cutting edge 3D technology soon paid off as Avatar quickly became the most successful film of all time.

The downside to this was that Studio Executives quickly assumed that the 3D technology alone was responsible for the masses of cash the film had generated.

Unfortunately for filmmakers, the budgetary cost of making a 3D film is a lot greater than the equivalent 2D film. Indeed, the whole filmmaking process is a lot different. A 3D Film requires large cumbersome 3D cameras, the set design has to be different. The way characters are situated within the frame is different and the pacing of the editing is a lot slower as it takes a couple of seconds for the human brain to register the 3d.

In order to keep filmmaking costs to a minimum and at the same time maximising profits, the studios are shooting the films in 2d and then once completed, they are converted to a 3D format. A cheap solution for the cash hungry Studios. Not surprisingly, this process has been a bone of contention within industry experts who claim that the resulting effect is a shoddy third rate 3D, passed on as the genuine article. With ticket prices for 3D films in some Cinemas exceeding £13 per seat, this is tantamount to misrepresentation at best and fraud at worst.

Clash of the Titans is a good example. The film was almost complete when Avatar began smashing box office records. Straight away the studio performed a quick 3D conversion to cash in on the film. Slapped a 3D tag upon the title and released it upon the general public. And although the film had negative reviews, the 3D effects were singled out for particular criticism. Complaints ranged from the 3D highlighting how bad the special effects are to the flatness of the characters in some scenes, so much so that they looked like cardboard cut outs.

James Cameron, the director of Avatar, while not singling out any film moaned “You’ve got people quickly converting movies from 2D to 3D, which is not what we did. They’re expecting the same result, when in fact they will probably work against the adoption of 3D because they’ll be putting out an inferior product.”

With the price of 3D cinema tickets at record highs, the Cinema going public have a right to a full 3D experience.