DreamWorks Animation SKG, Inc. announced today its intention to produce all of its films in stereoscopic 3D technology starting in 2009. To best take advantage of the technology, the company will now be creating films utilizing stereoscopic 3D from the beginning of its creative process.

"I believe that this is the greatest opportunity for movies and for the theatrical exhibition business that has come along in 30 years," said Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation. "Advancements in sound have dramatically improved the auditory experience, but there hasn't been a corresponding breakthrough in the way we see movies until now. Stereoscopic 3D technology gives us a real opportunity to significantly enhance the theater experience."

To date, most films shown in 3D have been created for traditional projection and then rendered into 3D in post-production. In order to take full advantage of the new technology, DreamWorks intends to make films with the stereoscopic 3D concept in mind from the beginning of the production process. The company believes that this approach will increase its storytelling opportunities and create a more immersive movie-viewing experience.

"Historically, 3D has been used primarily as an add-on or a bonus feature," Katzenberg said. "And while audiences have enjoyed that, they haven't really seen the true potential of this technology. We're going to use the latest stereoscopic 3D technology to build our movies from the ground up. We believe that this will create more opportunities for our artists as well as more compelling experience for the audience."