Jerry Bruckheimer Sees The Future in 3D

The return of 3D to movies still feels like a gimmick to some of us here at CinemaSpy. What makes this 3D revival different from those in the past, though, is that some big names in Hollywood are embracing it.
Recently we reported on Martin Scorsese's passion for the format. But he's not alone. Prolific producer Jerry Bruckheimer is also upbeat about the potential of 3D. Even though he didn't use it for the recent fantasy epic Prince of Persia, he suggested in a recent Q&A session that it would continue to tighten its grip on Hollywood.
"[For Prince of Persia] I think we talked about it briefly, but Avatar hadn't come out, so we couldn’t see the impact 3D would have," Bruckheimer said. "Plus Avatar was done all on a soundstage, pretty much, in a hangar and this picture was done in Morocco, the majority of it. So it was much more difficult, with the two cameras and the sand and the heat. But 3D is here to stay, it’s taking over cinema."
Another recent fantasy epic, Clash of the Titans, was also filmed in 2D but it was converted to 3D to capitalize on the popularity of the format. Bruckheimer didn't use that approach for Prince of Persia and in hindsight that was probably wise. But Bruckheimer has nothing against 3D as his upcoming output demonstrates.
"I saw Clash of the Titans in 2D because I heard it wasn't so good [in 3D]," Bruckheimer told Empire magazine in a recent interview. "Our goal is to give audiences something exciting both visually and storywise, and if you blow it on the visual side, that's not good. But we're doing Pirates 4 in 3D. We wanted to do Prince of Persia and Sorcerer's Apprentice in 3D, but the technology just wasn't there."
Prince of Persia: The Sands of Time is being released on Blu-ray and DVD by Walt Disney Home Entertainment on September 14.