ShoWest treated to 'Monsters'

March 12, 2008 Hailing digital 3-D as the biggest innovation in moviegoing since the advent of color 70 years ago, DreamWorks Animation CEO Jeffrey Katzenberg took the stage at ShoWest's opening session on Tuesday to unveil an eye-popping scene from Monsters vs. In his role as 3-D proselytizer, Katzenberg told exhibitors gathered at Las Vegas' Paris hotel that moviegoers will be willing to pay premium prices for the heightened experience that 3-D offers. Katzenberg acknowledged the work of director Robert Zemeckis and Disney's Dick Cook in demonstrating there's a market for 3-D.

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