Friday, February 5, 2010
Three days after the monster known as “Avatar” hit theaters, I received an e-mail press release from Paramount Pictures. It read that the third “Jackass” movie would be making its way to theaters on Oct. 15, 2010 — this time in “eye-popping 3-D.”
“We’re going to take the same 3-D technology James Cameron used in ‘Avatar’ and stick it up Steve-O’s butt,” Johnny Knoxville told the media. “We’re taking stupid to a whole new dimension.”
At the exact moment I saw “Steve-O’s butt” in the press release, I realized 3-D was no longer just a gimmick. It was here to stay.
“After 50 years, 3-D is finally living up to the hype,” says KQ2 movie critic Bob Shultz.
Today’s theater-goers can experience 3-D in an entirely different way. Before “Avatar,” 3-D films like “Jaws 3-D,” “Amityville 3-D” and recently “My Bloody Valentine” pretty much looked like 2-D films with the occasional machete/shark/zombie jutting out of the screen. The stereoscopic 3-D that James Cameron used, however, gave “Avatar” remarkable depth that was praised by critics and audiences alike.
“Everyone who still thinks it’s the same should check it out. It’s not the red and blue lenses, and it’s not the same effect,” Shultz says.
The technology will become more and more advanced. As critic Robert W. Butler pointed out in the Kansas City Star shortly after the release of “Avatar,” the industry is at work creating 3-D projection that requires no glasses, although no one’s sure it will pan out.
In the meantime, theater-goers can feast on the hefty 3-D lineup 2010 has to offer: “Alice in Wonderland” (March), “How to Train Your Dragon” (March), “Clash of the Titans” (April), “Kenny Chesney: Summer in 3-D” (April), “Shrek Forever After” (May), “Toy Story 3” (May), “Despicable Me” (July), “Cats and Dogs: The Revenge of Kitty Galore” (July), “Step Up 3-D” (August), “Piranha 3-D” (August), “Resident Evil: Afterlife 3-D” (September), “Alpha and Omega 3-D” (October), “Megamind” (November) and “Tron: Legacy” (December).
While 3-D may dominate the titles, expect more upcoming films to be marketed to the young female audience.
After the success of “The Twilight Saga: New Moon,” which had the third-highest grossing opening weekend of all-time and has made more than $293 million in the U.S., studios took notice.
That same audience might have saved “The Lovely Bones,” too. Paramount originally positioned the movie as an awards contender, targeting adults. The film opened in limited release on Dec. 11 to dismal numbers and mixed reviews. After the showing, director Peter Jackson and Paramount decided to re-vamp the marketing campaign.
When “The Lovely Bones” opened nationwide in January, it grossed more than $17 million in its opening weekend, finishing only behind “Avatar” and “The Book of Eli.” Variety reported that of the “Bones” audience, 72 percent were female, while 40 percent were under the age of 20.
“It was supposed to be an award-winner and then all of the sudden it’s like a little girl’s struggle,” Shultz says. “I guess if you’re going to take down ‘Avatar,’ you have to do it with teenage girls.”
Aside from the release of “The Twilight Saga: Eclipse” in June, teenage girls will have to watch “True Blood” on HBO to get their vampire fix. While the bloodsucker craze seems to be fading away, the wizards and dragons of fantasy films appear to be making a comeback in 2010.
Upcoming fantasy titles include “Season of the Witch” (March), “How to Train Your Dragon” (March), “The Last Airbender” (July), “The Sorcerer’s Apprentice” (July) and “Guardians of Ga’Hoole” (September; also in 3-D). That doesn’t even include franchise favorites like “Harry Potter and the Deathly Hallows: Part I” (November; also in 3-D) and “The Chronicles of Narnia: The Voyage of the Dawn Treader” (December).
Remakes and revivals will get their chance to shine as well.
Like Jason Voorhees did when “Friday the 13th” was released in 2009, another horror icon will get a face lift when “A Nightmare on Elm Street” comes to theaters in April. This time, however, Robert Englund’s signature character Freddie Krueger will be played by Jackie Earle Haley, who captivated audiences as the gritty Rorscach in “Watchmen.”
The Coen brothers also are shooting high for their December remake of the John Wayne classic “True Grit.” Jeff Bridges, who recently won a Best Actor Golden Globe and has been nominated for an Academy Award for his “Crazy Heart” performance, has signed on as Marshal Reuben J. Cogburn, and Matt Damon and Josh Brolin are in talks to join the cast.
Bridges also will return to the cyber universe when the aforementioned “Tron: Legacy” hits theaters in December. Another ’80s franchise will be revived when “Wall Street: Money Never Sleeps,” starring Michael Douglas and Shia LeBeouf, is released in April.
Even classic action TV shows will make their way to the big screen with some big stars. Set for release in June, “The A-Team” will star Bradley Cooper, Liam Neeson, Jessica Biel and UFC’s Quinton “Rampage” Jackson as B.A. Baracas. Not to be outdone, funnyman Seth Rogen has slimmed down significantly to star in “The Green Hornet” (set for release in December), which will include Adam Sandler, Cameron Diaz and Michael Pena.
Shultz says these films will all likely make money, but he’s not sure now how good they’ll be.
“(Remakes and revivals) have to walk a weird line because they have to stay true to the people that remember it, but introduce the story to a new audience,” he explains. “Either way, there’s a built-in audience and a lot of curiosity.”
With 3-D, dragons and “Tron” dominating the big screen in 2010, Shultz says he is sure of one thing.
“What’s old is new again.”

Share Your Thoughts
Use the comment form below to begin a discussion about this content. Comments are the sole responsibility of the person posting them. You agree not to post comments that are off topic, defamatory, obscene, abusive, threatening or an invasion of privacy. Violators may be banned. Click here for our full user agreement.