The film critic Mark Kermode has strong views on 3D films. Quite simply he hates them. For Kermode 3D is a gimmick designed to make us pay more for our cinema tickets and does nothing to enhance the quality of storytelling.
Last week it was announced that South Australia’s wine regions will feature in what is said to be Australia’s first 3D cinema commercial. The South Australia Tourism Commission’s ’Cellar Door’ advertisement is made by film director Scott Hicks (Shine, Snow Falling on Cedars, The Boys Are Back)
Steve Kernaghan from the Tourism Commission says:
“We have the biggest and best wine industry, we have beautiful wine regions and the point the ad makes is they’re the most accessible so you can be within the Barossa, the [Adelaide] hills, McLaren Vale in an hour’s drive. “You can’t do that out of any other capital city in the country.”
Call me a seasoned old marketer but doesn’t this smack of making the technology the story rather than thee product they are trying to promote? Regional wine ad’s almost always fall on their bottom as they represent too broad a church. By trying to tell us everything they end up telling us nothing.
I look forward to avoiding this one.
