20th Century Fox is planning to get the buzz out on director Ang Lee’s 3D adaptation of Life of Pi in grand fashion. Uncut scenes from the film will play exclusively in 3D in front of Prometheus, Abraham Lincoln: Vampire Hunter and Ice Age: Continental Drift, well ahead of its November 21st release. Apparently the scenes will not be released online, as these clips will only be viewable in 3D in front of the aforementioned Fox films. It’s an interesting strategy, but given the wildly enthusiastic reaction to 3D footage shown at CinemaCon, Fox is taking precious care of how Life of Pi is released. Hit the jump for more, including the importance of the theater-going experience.
Though it was only April, many were already debating the film’s Oscar chances after seeing some of the footage at CinemaCon and apparently Li’s use of 3D is breathtaking. Per The New York Times, lans have been firmed to unveil a scene in front of Prometheus and a different scene in front of Abraham Lincoln: Vampire Hunter, with hopes to bundle a third clip with the new Ice Age film. The showcase is sure to get people talking about the pic’s 3D effects, and I’m eager to get a look at the footage myself.
It’s worth noting that Fox took a similar approach with Avatar when they screened 15 minutes from the James Cameron film at select IMAX theaters to give people a taste of just how important it was to see the pic in 3D. In a marketplace increasingly dominated by VOD and inconsiderate theater-going behavior (texting, talking, etc.), I’ll back just about any effort that emphasizes the importance of seeing movies in the theater. It’s a wholly unique experience that so many take for granted, and hopefully superior product that exemplifies the divide between home viewing and seeing a film in a theater can turn things around a bit.