DreamWorks chief denies 3D danger

| 31-01-2011

DreamWorks Animations CEO Jeffrey Katzenberg has rebutted a spate of negative reports regarding the potential harm to eyesight 3D technology could have on younger viewers.

Interviewed on the BBC’s flagship online technology programme, Click, Katzenberg rejected the reports as being hypothetical and that his company’s 3D services had been launched only after consultation with experts in the field of eye care, in particular those well versed in children’s eyesight.

He said in the BBC interview: “The only thing that bothers me about it is that [the criticism of 3D] it does not seem to be based on any meaningful research or medical advice.” However Katzenberg did concede that for very early eye development in children three years or younger, there may be some ‘issue’ of eye strain.

3D is a hugely important strategic play for DreamWorks in 2011 and at the recent CES, the animation firm announced a partnership with Samsung to ramp up immersive entertainment experiences throughout 2011. Specifically, as part of an expanded strategic alliance, consumers who purchase a new Samsung 3D TV will gain exclusive access to two of DreamWorks Animation's new 3D Blu-ray titles, including Megamind, which will be made available in 2011.

The animation studio and consumer electronics company also intend to explore joint research and development activities and a number of expanded co-marketing initiatives. The two companies plan to explore a new streaming 3D VOD service that would make DreamWorks Animation content available for streaming via a 3D application.