Phil Hettema Weighs in on how "Avatar" Changed the Attractions Industry
by Jeremy Schoolfield
HIGH -TECH ATTRACTIONS
On Dec. 18, 2009, the world changed in the blink of a blue-skinned Na’vi’s eye. For that was the day James Cameron unleashed “Avatar” in all of its three-dimensional glory, and the masses declared it legendary. The impact of this landmark film continues to ripple across the pop culture landscape— the attractions industry most certainly included.
So what’s the big deal? 3-D filmmaking is nothing new; its roots trace back to the late 1800s, and there were recurring periods of relevance in mainstream cinema throughout the 20th century. But the format is experiencing a dramatic rise in popularity like never before. Momentum started building after the turn of the millennium, and then “Avatar”—with its record-obliterating $2.8 billion worldwide box office haul—opened the floodgates.