So tomorrow we see a revolution in cinema happen before our eyes with the release of Avatar, well that's what we are supposed to think. I personally believe that cinema has been marked by a number of watershed moments; these being: Sound (the Jazz Singer), Special Effects (Star Wars) and Blockbusters (Jaws). Each of these is marked by a dramatic change in the way we see (or hear) films. While Avatar isn’t the first 3d film, just as the aforementioned weren’t the first in their category, there is usually one film that marks the full change in direction. Avatar could well be one of those turning points.

3d started to be pushed when box office reciepts were falling dramtically. It was seen as a way to lure audiences out of their home cinemas and back into the proper cinema. Avatar has actually emerged when the box office is recovering which could make it even more impactful. Rather than having to draw audiences back to the cinema it will re-enforce its new appeal. It really could be as significant as we are promised it should be. My advice is go and see Avatar anyway because maybe in 30 years time you will look back from a 3d future and be able to say “I queued up outside my local cinema and was there when things changed forever”.

Just to be clear I do not have shares in Odeon.