Jeffrey Katzenberg Talks 3D, 'Kung Fu Panda 2'

The film, out May 26, 'raised the bar again' says the Dreamworks Animation CEO.


David Steel, executive vp, Samsung Electronics America, asserted that despite some naysayers, “we are still very confident in 3D,” speaking Thursday at Dreamworks Animation. Samsung forecast that 3DTV demand would grow five-fold in 2011 versus 2010.

At the event, during which Samsung discussed its 3D and Smart TV strategy, DWA CEO Jeffrey Katzenberg also spoke briefly about the studio’s next film, Kung Fu Panda 2, which opens May 26. Katzenberg commented that DWA’s 3D expertise has evolved since its first 3D release, Monsters Versus Aliens, and it raised the bar with How To Train Your Dragon. “We feel what we have done on (Kung Fu Panda 2) has raised the bar again,” he said.

As previously announced, when it initially goes to 3D Blu-Ray, Kung Fu Panda 2 will be bundled exclusively with Samsung 3D consumer electronics, per a deal between the studio and manufacturer.

Asked about the rationale behind exclusive bundles, Katzenberg noted that at some point all consumers would have access to those titles. “The rationale for exclusive bundles is to show and give a quality experience to consumers,” he said. “They made that a good business decision for us. We both win. They were looking to offer something that was unique, (offered) value and exclusive, and they have compensated us.

“We are seeing a marketplace that is developing and evolving,” Katzenberg continued, suggesting that right now sports and games would be key drivers of 3D in the home. He commented that the volume of movies that are needed to make a real difference in the market are not there yet.

Samsung plans to offer 3D capabilities in more than 60% of its TV lineup. “Samsung is committed to delivering the active ‘Full HD’ experience,” said Dave Das, vp, Samsung Electronics America.

As part of its multiscreen strategy, Samsung previewed its TwinView technology, which basically allows users to stream their Samsung television content to their tablet. This capability is planned for availability later this year with select models of Samsung televisions.