Every spring the National Organization of Theatre Owners holds a convention and trade show in Las Vegas. It’s now called CinemaCon, but in earlier times it was known as ShoWest. The gathering assembles thousands of exhibitors from around the world. Directors and stars show up to publicize summer and fall releases. There are screenings, award ceremonies, display booths, and panels about everything from sound systems to popcorn pricing.
The convention is always an extravaganza, but in 2005 things were particularly stirring. Then fewer than a hundred US screens were digital. To ShoWest 2005 came three of the most financially successful directors in history: George Lucas, James Cameron, and Robert Zemeckis. Robert Rodriguez joined them, and Peter Jackson participated in a prerecorded video clip. Their mission: to sell digital cinema.
Cameron and company knew that the exhibitors needed a rationale for switching that would actually enhance their business. The killer app for digital screening, these directors and others had decided, was 3D.
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