The long-awaited adaptation of Life of Pi, shot in 3D by Ang Lee is coming out later this year (on November 21st) and Fox wants to start promoting this unique 3D experience in front of its bigger summer titles.
If all goes well Fox will release unedited 3D clips of the film in front of Prometheus, Abraham Lincoln: Vampire Hunter and Ice Age: Continental Drift.
Fox truly believes that they have an Avatar level 3D film on their hands and they want to market it accordingly.
I know little about the project, so I can’t really comment, but I do like the initiative by the studio and I’m looking forward to viewing the footage.
Here’s what co-chairman of Fox Film Entertainment Tom Rothman has to say about the film:
“This film is special and different, and so we didn’t want to give people the same-old, same-old […] Exhibitors drove the idea […] They said, ‘You want to convey the idea that this movie is very specifically a cinematic experience? Just show people what you just showed us.’ ”
The story of an Indian boy named Pi, a zookeeper’s son who finds himself in the company of a hyena, zebra, orangutan, and a Bengal tiger after a shipwreck sets them adrift in the Pacific Ocean.
(via New York Times)