China's Love For 3D Kaiju, One-Eyed Monsters, And Stereo Raptors

As we enter a new season of movie-going, the Chinese box-office continues to buck worldwide trends in 3D movie attendance. A month ago, the industry had written off Pacific Rim as a well-intentioned exercise in geek-pandering. Jurassic Park 3D had proved that audiences were never going to go crazy for 3D re-releases. Monsters University was a middling Pixar effort. Midway through September though, China has re-written the history books for all three films, and again challenged expectations of the global audience for 3D.

Pacific Rim's experience was the most startling for the industry: a gigantic movie in every sense of the word, it was always destined to do earn more "internationally" than "domestically". It's reasonably common for big Hollywood action pictures to earn 60% of their total gross in the wider worldwide marketplace, and the other 40% or so of their gross comes from the avidly movie-going State-side domestic audience. What no-one expected to happen this year though? A case where a Hollywood tentpole earned less in the USA than it earned in China. At the time of writing, Pacific Rim has just pipped over the $100 million mark in the US... and in the People's Republic it has earned $111 million, with more on the way. In fact, Pacific Rim's opening weekend  was Warner Brothers' highest ever.

So, why did China go ga-ga for Pacific Rim? For one thing, the Guillermo Del Toro picture feels tailor-made for a global audience; it doesn't feel like an American-flag waving sci-fi pic in the vein of Transformers, and it certainly avoided the New York-set locations that giant monsters like King Kong, Cloverfield and 1998's Godzilla have already ravaged. In fact, Pacific Rim's largest fight scenes were set in Hong Kong, and that surely played a part in the Chinese audience's affection for the film.

Of course, the other thing Pacific Rim had going for it was Rinko Kikuchi playing a pivotal starring role. While she's not Chinese, she is an Asian woman cast as the main character in a film that would ordinarily been stacked full of Ben Affleck / Bruce Willis / Liv Tyler types. There is no doubt that this helped sell Pacific Rim as a 'different' feeling blockbuster. And if 2013's box-office grosses are anything to go by, people are actively avoiding anything that feels too 'samesy' these days. That's true no matter what country you live in. Worldwide audiences have passed on RIPD, partly because it felt too similar to Men In Black. Many avoided The Lone Ranger on the basis that it was Johnny Depp doing his usual schtick. Pacific Rim, to Western audiences at least, might well have seemed like more of the Godzilla / King Kong gimmickery they're accustomed to. But to China, it felt sufficiently unique to justify a near-stampede through their multiplex turnstiles.

That 'special difference', from their perspective? 3D, and some stunning CGI. China's certainly seen its fair share of kaiju films (which are historically more of a Japanese cinematic phenomenon), but there's never been one this expensive. There's a saying that you've gotta spend money to make money, and Pacific Rim's Chinese box-office grosses prove there's still some truth to that expression. Audiences there determined they weren't going to watch this on a pirated VCD or DVD: Pacific Rim in 3D was a family event that had to be experienced on the big-screen. Certainly the Del Toro film's outstanding performance proves that Chinese movie-goers still think that 3D elevates a film to 'event status', provided the film's content matches their tastes. On the basis of Pacific Rim's performance, you can expect to see fewer big-budget cowboy films in the next decade, and a much larger number of 3D monster films set in China!

Speaking of 3D monster films... Jurassic Park 3D has exceeded all expectations in China. Its opening day was the fourth highest of the year (trailing only the 3D films Man Of Steel, Pacific Rim and the 2D Furious 6). The 20 year old movie has now ruled the Chinese box-office two weeks in a row. So, why the love for Jurassic Park? In the West, Jurassic Park 3D's middling success was considered by most to be fuelled by a general nostalgia for the film. It's a beloved classic these days, regardless of its flaws, and the re-release was generally well-received by Western media. In 1993, Western audiences were watching the film repeatedly, while China's movie theatres missed out on the Spielberg dino-pic entirely. There was no doubt a pent-up and long-held desire by many Chinese to see the film on the big-screen for the first time. Still, that doesn't explain why the film gripped their box-office for a fortnight. Hollywood explanation? Again, China's apparent love of 3D movie-going. It costs roughly $20 million to post-convert a 2D classic film to 3D, but given that China alone has earned Jurassic Park 3D $50 million+  (with more to come) then it's safe to expect more 3D re-releases that are targeted specifically for the Chinese market's tastes. Don't expect to see Saving Private Ryan 3D any time soon, but we at 3Defence wouldn't be surprised if we see a Jaws 3D conversion released soon!

And Monsters University 3D? Why does that warrant a mention? Well, in comparison to some of Pixar's efforts in China, the Billy Crystal-voiced effort absolutely dominated the box-office. It smashed the record for a highest grossing single-day of an animated film in Hong Kong, beating the tallies of several other 3D films, including Pixar's own Toy Story 3. In mainland China too, the film is on its way to surpassing Toy Story 3's grosses, to become Pixar's most successful film ever there. Traditionally, Pixar films have underperformed in China, especially when compared to their counterparts like Dreamworks or Blue Sky Studios. Most marketing in the country is handled by the same two firms, so advertising is usually not blamed for this phenomenon. Rather, the studio's films - that often praise rebellious and forward-thinking anti-hero figures - are considered the reason Chinese audiences don't gravitate towards Pixar films. Brave, Pixar's first film about a woman, was criticised there for being "too American", despite being set in Scotland and starring Billy Connolly! So why would Monsters University - set in a very American campus, rampant with variants of beer pong and college frat-boy hijinks - not suffer the same fate? Could we attribute that to a continued desire to see 3D films? Or is it just that Monsters Inc. was an already established brand in the country? It's hard to say. In any case, the prequel's performance this year is noteworthy, if only because the film itself is regarded much worse by Western critics than films like Brave and Up. If the next Pixar film outpaces Monsters' performance, then we'll know for sure that 3D is continuing to drive the Chinese box-office.

How's the 3D in 'Jurassic Park 3D'?

Background:

You know the story of Jurassic Park's 1993 release. It was "An Adventure 65 Million Years In The Making." It busted all blocks there were to be busted; it claimed the title of #1 Highest Grossing Film of All Time (until Titanic came along); it seared words like "CGI" and "Digital Sound" into the public consciousness; it inspired two sequels and then... never really got old. Two decades on, the effects in Jurassic Park are still held as a benchmark by many. Either the experience of watching it was so seminal for a generation of blown-away moviegoers, or - shockingly - the film has aged like a fine wine and improved with time. Universal is celebrating the film's 20th birthday (we feel old just typing that) with a 3D re-release. Audiences are slowly warying of these 3D retrospectives, but Jurassic Park 3D's launch looks to have reversed a downward trend in re-release box-office grosses. Perhaps that's because Jurassic Park is best seen with friends, or maybe, people of all generations just really wanted to see big-ass dinosaurs romping and stomping over Isla Nublar on the big screen one more time. Let's have a look at how its 3D turned out.

Post-Converted 3D:

Steven Spielberg, and his cinematographer Dean Cundey, originally shot Jurassic Park on 35mm film, on location in Hawaii. While most audiences remember Jurassic Park as the true dawn of CGI effects, in truth there are only a few shots in the movie that feature computer animated dinosaurs. The majority of the action was completed using massive animatronic puppets created by Stan Winston Studio. Take a look at this video created by the team who made the Velociraptors if you need convincing! So, while most of the CGI was rendered at a much lower resolution than is standard today, the rest of the in-camera filmed dino-footage still looks as good as it did in 1993. When rain bounces off the T-Rex's nose... that's because that snout was really on set. The size of the dinosaurs no doubt completely terrified the actors who were there with them.

Anyway, long story short, this on-screen realism makes Jurassic Park a reasonable candidate for the post-conversion process. Apparently Spielberg was blown away by the team who converted Titanic's 3D re-release (saying the Cameron film "looked like it had been shot originally in 3D") that he hired the same team to look after Jurassic Park's conversion. Word on the street is that Spielberg's supervision of the process lasted more than a year, and the conversion cost somewhere around $10 million to pull off. Apparently the conversion was 'manipulated' slightly, to include elements that were added especially for this version of the film (those who've seen ET's 20th Anniversary Edition might not be surprised by this...) stuff like more digital rain in the T-Rex attack scene, to add a more 'native 3D' feeling to certain shots.

Does the 3D 'pop'?

Yes, but not as often as you'd expect, and rarely very far beyond the confines of the screen. Mostly these moments are jump-scares - the famous one where a 'raptor leaps upwards at our heroes stands out - but the best shots are ones where dinosaur features like a tail or a jaw are extended just enough to make you appreciate the enormity of these creatures.

How's the depth of the 3D?

Things start to go off-the-rails with Jurassic Park's conversion when we start looking at its emulation of depth. Imagine a shot filled with ferns, where a few are digitally brought further forwards than their peers. This is an eminently reasonable thing to do if you need to create the illusion of 'depth' from a 2D image. Unfortunately for Jurassic Park, this sort of trick seems to back-fire quite a bit: the fern that's been brought forward is grainy and filled with noisy artefacts that betray the illusion. The deep background and the majority of the midground look fine, because they're either at 100% of their size, or they've been shrunk and blurred, but the foreground frequently appears detached from the rest of the image. If you can get over the harshness of the film grain though, you'll definitely enjoy the range of depths offered, particularly in scenes featuring the (apparently free-roaming) Brachiosaurs.

Did it make sense to add 3D to Jurassic Park?
The answer to that question is a bit mixed. You have to look at three factors here: audience perception, commercial necessity, and then - more boringly - the perspective of keen stereographic fanboys like ourselves at 3Defence. Let's start with the audience pereception. Anecdotally, most people consider these dinosaurs the best looking ones ever put to film, and everyone wants to see gigantic dinosaurs eating people... right? Seeing them in 3D is a bonus, if it further helps sell the illusion these creatures are real.

Looked at purely commercially though... next year, for better or worse, we get to see Jurassic Park 4. This re-release was likely motivated by a need to conjure up 'brand awareness' and 'relevancy' again. For all we know, the $10 million conversion costs were attributed to the marketing budget of JP4, particularly because it helps put that sequel on surer footing. There's no word yet on whether JP4 will be in 3D (shooting starts in July, so details in general are hazy) but it's safe to assume it'll have a stereoscopic version of some kind released. In the meantime, these are the best dinosaurs on offer at a multiplex.

Looked at from a more practical (and geeky) perspective though, 3Defence always had some reservations about this conversion. The main set-pieces don't lend themselves to "the 3D experience" at all. For example, the T-Rex and Dilophaurus attacks occur in dimly lit night-time scenes; the 'raptor attack is largely contained to a dimly lit kitchens, hallways and offices; while the sick triceratops scene has dull looking colours in it throughout. Even the film's producer, Kathleen Kennedy, says "so many of the big, iconic, moments are in relatively small spaces." Thinking about it, we'd actually argue The Lost World's brightly lit, almost harsh, vibrantly coloured palette might have been better suited to 3D projection. We went to this film cautiously optimistic, but we came out convinced our gut instinct was right all along: Jurassic Park was a tough film to get right in 3D, and never really lent itself to the conversion process.

If we had to archive one version, should we save the 2D or the 3D?

The appeal of Jurassic Park has always been that it felt like someone somehow made a 'B-Movie' into an 'A-Movie'. Despite its blockbusting reputation, it's actually quite a small film, cobbled together with focused set-pieces in small spaces, wonderful character actors and a mere $63 million budget. In 2012, 3Defence had the pleasure of watching a 2D digital remaster of Jurassic Park and the film felt more honest, visually. The 2013 version's 3D effects change your perception of the film from being an 'over-performing B-Movie' to one where you come away thinking "that's a pretty strange A-Movie." The 3D layering is done reasonably well, but they sometimes add grain where there shouldn't be, and they darken the image in the few moments of levity and light. Ultimately, this 3D conversion was one we couldn't get behind.

The film itself

It is that rarity in modern cinema: a blockbuster that has barely aged a day, maybe even improving since its release. That's probably because Spielberg surrounded himself with amazing collaborators: John Williams still at the peak of his powers, Stan Winston's studio literally firing on all cylinders, ILM completely re-writing the rulebook for digital effects, and - of course - Jeff Goldblum in all his glory. Jurassic Park remains a fantastically fun film, whether you view it with glasses on or not. In this case though, we recommend the 2D version, to experience JP in all its uninhibited glory.