Dreamworks Animation CEO Jeffrey Katzenberg called the latest 3D movie technology ”the greatest innovation to occur in the movie business in 70 years.” A bevy of theater chains are exploring or installing digital cinema and 3D systems in the second half of 2008 into 2009. Intel and others are creating tools for companies to make a new generation of 3D animation films. Experts at Wharton say 3D movies are back in vogue but it’s unclear whether the latest greatest technology can give theaters a sustainable competitive advantage over other forms of entertainment.

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