Deciding that not enough people had their minds blown by James Cameron’s Avatar in IMAX 3D, today THR is reporting that IMAX will independently develop their own Digital 3D IMAX camera, with a planned launch date of 2011. Said IMAX Chairman and President Greg Foster:
“Given the significant amount of 3D content being developed over the past 12-18 months, requests from filmmakers for an Imax 3D digital camera, consumer appetite for the Imax experience and this week’s joint venture announcement for the 3D television network, we believe the timing of this initiative could not be better,”
To which we all reply, “Well, duh.” Avatar truly has changed things as we’ve been reporting 3D stories left and right recently with the desire to have more movies in 3D as well as 3D TV, an endeavor IMAX has already begun in partnership with Discovery and Sony to create a 3D TV channel. It looks like Avatar has officially moved Digital 3D beyond a “fad,” and while I had my problems with the film, I should mention that my eyes never hurt. Maybe this isn’t so bad after all. And hopefully this new 3D IMAX camera, in addition to making movies look more spectacular, will lessen the eyeball-pain that some folks (myself included) feel when watching 3D.