Pixar’s animated feature “Up” and DreamWorks Animation CEO Jeffrey Katzenberg were among the award recipients at the inaugural International 3D Society Awards in Hollywood. Not Surprisingly, the big winner of the night was 3D blockbuster ‘Avatar’, winning six Lumiere statuettes, including the main ‘Live Action 3D Feature of the Year’ award.

The International 3D Society is a new organization and more evidence the 3D film format is gaining mass traction in the entertainment industry. The society has a mission to advance the arts and sciences of 3D technologies and executives from The Walt Disney Co. and 3ality Digital in Burbank serve on the board of governors.

The group recognized Katzenberg with the 3D Vision Award for his championing of the 3D format that helped change its perception with the public and the press.

“He stepped forward and took a stand,” said Lenny Lipton, a pioneer in 3D technology and co-chair of the awards program that took place at the Mann Theatres in the Hollywood and Highland complex.

Katzenberg put DreamWorks Animation on a track to release its entire animated feature slate in 3D starting with last spring’s “Monsters vs. Aliens.” Katzenberg was not present to accept the award.

“Moving into 3D, Jeffrey Katzenberg wanted to take advantage of it as a tool to create ways to bring the audience into the experience in a way that has never been done before,” said John Batter, co-head of production of the Glendale animation studio who accepted the award.

“Up” won the animated 3D feature of the year and “Partly Cloudy” also from Pixar won best short 3D motion picture.

In addition to winning the Live Action 3D feature, “Avatar” also won Best 3D Character of the Year, Best 3D Scene of the Year, Best Live Action Stereography, Outstanding Achievement.

Source [SFVBJ]

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