James Cameron has announced a new partnership aimed at making 3D technology more widely available to filmmakers and TV broadcasters.
Cameron has teamed up with fellow 3D evangelist Vince Pace for the partnership, after the duo worked together on developing the Fusion 3D camera for Cameron's 2009 blockbuster Avatar.
At the National Association of Broadcasters (NAB) show in Las Vegas yesterday, the Cameron-Pace Group (CPG) was officially announced, with headquarters in Burbank, near Los Angeles.
The CPG will aim to "accelerate worldwide growth of 3D across all entertainment platforms including features, episodic and live television, sports, advertising and consumer products".
Cameron and Pace will serve as co-chairmen for the venture, with Pace also serving as chief executive. The group will aim to develop a new generation of 3D camera systems, services and other creative tools to "realise 3D's full potential as a creative and powerful storytelling and live broadcast medium".
In an NAB keynote speech, Cameron said: "We have a very specific strategy and are investing aggressively in R&D. Our strategic plan is to make 3D ubiquitous over the next five to ten years on all platforms."
The filmmaker said that the new venture will aim to become a global brand "that is synonymous with high-quality 3D, and spans multiple channels, from features to episodic television, and changes the boundaries of what is understood to be 3D material".
Cameron also predicted that there will be 100% adoption of 3D technology in cinemas within the next five years, meaning "everything will be produced in 3D and 2D versions will be extracted from that".
3D technology developed so far by Cameron and Pace has helped generate $4.7bn in box office receipts across a range of entertainment content, including Avatar, Tron: Legacy and the U2 3D concert.
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