3D was supposed to be the next big thing for cinema.

It accounts for just 20% of ticket sales.

This article originally appeared onDen of Geek UK.

Jeffrey Katzenberg outgoing chief of DreamWorks Animation summed it up very clearly during his CineEurope address this week.

Unfortunately, we blew it on 3D, he said.

It was a game-changing opportunity for the industry.

Before the 3D boom that blew up aroundAvatar, Katzenberg was a passionate advocate for the format.

Under his instruction, all of Dreamworks Animations features were officially announced as 3D releases.

And he mentally tied 3D to quality storytelling too.

Broadly speaking, I couldnt agree with Katzenberg more.

The studios did blow it, and 3D should have become more than a novelty or optional add-on.

The details, however, I think he has all wrong.

For example, Katzenberg does not question the notion of premium prices for 3D screenings.

In the long term, the curiousity went away.

Where did the initial interest go, and what caused it to evaporate?

Then theres the self-thwarting, short-sighted laziness with which cinemas actually exhibited 3D.

Im not sure I agree with Katzenbergs notions of what make a good 3D film either.

WhileLife Of Piis regularly cited as a high point in 3D filmmaking, Im personally not convinced.

Theres a scene inLife Of Piwhere Flying Fish come tearing across the screen.

3D is used to make it seem like theyre zipping along the Z-axis, towards the viewer.

just fine, totally valid, but not somehow exemplary.

And neither should they.

Personally, I love 3D films.

A favorite example of mine comes from DreamworksPuss In Boots.

Theres a scene where Puss sees and reacts to Kitty Softpaws, struck by her beauty.

What happens in the 3D film is that the whole world comes closer.

Its a convincing, albeit almost subliminal, approximation of actually leaning forward.

Do you notice this while youre watching the film?

But the effect it has is real.

I like that example because its an improvement on a good-but-flawed 2D idea.

I hope hes right.

I think he might be.

Personally, I just wish that day was already here.