What Does “Avatar” Oscar Loss Mean for 3D?

Is Hollywood indicating it sees 3D as just a passing fad?

Jason Knott · March 9, 2010


Like many people, I was shocked “Avatar” did not win the Oscar for Best Picture at the Academy Awards.

It has everything: grand scale, great story, action, sentiment and, of course, 3D.

Maybe it just means “The Hurt Locker” is a super movie (haven’t seen it). But does the Oscar result signal something deeper regarding the future of 3D? Is the Academy of Motion Picture Arts and Sciences (AMPAS) saying it believes 3D is just a passing fad?

Remember, AMPAS includes the word “sciences,” meaning it takes into consideration the technology behind movies. 

It certainly would be ironic if that was the case, especially since Samsung inundated the broadcast with commercials for its 3D TVs. Samsung certainly doesn’t see 3D as a fad.

The loss for “Avatar” comes at the same time we heard a lukewarm reaction (at best) to 3D from integrators.

What do you think?

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  About the Author

Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at

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  Article Topics

Blogs · 3D · Avatar · All Topics
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