You know, I like the current 3D technology. IMAX, RealD, it doesn't matter, the both look great. Well, perhaps I should amend that a little bit. I like 3D films that are meant to be 3D and films that apply the process in a manner that makes sense. This announcement of The Last Airbender getting the conversion treatment is one of those that does not make sense.
/Film is reporting that Paramount Pictures is going to move forward with the conversion, convinced that the company they have brought in will turn out a better product than those who did Clash of the Titans (2010). I did not see Titans in 3D, frankly I refused t see it as such. To me, there is a big difference between films that were shot 3D like Avatar and My Bloody Valentine (2009) and films that were not intended for the process and converted afterwards, like Titans. There is even a difference with films that were intended for 3D but initially shot 2D like Alice in Wonderland (2010).
Anyway, The Last Airbender may ultimately arrive on the big screen in 3D, I guarantee that I will not be seeing it as such. I do not care if the quality equals Avatar, it was not the director's intention going in so it should not be seen that way. This 3D craze is turning into more of a studio cash grab now that Avatar has blown the doors off the box office and Hollywood needs to realize that these decisions need to be made beforehand so that the artistic side of the coin can try and make the best use of the technology they can.