More than a month after its release, it continues to panic the counters. In theaters since December 14, the film Avatar, the Waterway continues its tidal wave with nearly 11.5 million admissions in France, slowly approaching the first opus which had attracted more than 14 million spectators in 2010. This card is of course the business of the cinemas which finally see the public to return after a very disappointing year 2022 and which followed two black years due to the Covid.
In Plouzané, a neighboring town of Brest (Finistère), a small company also thanks the director James Cameron. It is on the campus of IMT Atlantique, an engineering school recognized for its optical department, that Eyes3Shut start-up was founded in 2008. Founded by two cousins, Thibaut and Jean-Louis de Bougrenet de la Tocnaye, the company immediately specialized in the then very promising market of 3D glasses. But not just any 3D glasses. “We wanted a high-quality product with active glasses using liquid crystal cells for better rendering,” recalls Thibaut de Bougrenet de la Tocnaye.
The public tired of bad 3D
After a whirlwind start, however, Breton society quickly became disillusioned. After the cartoon made by the first Avatar, 3D films have indeed swept onto cinema screens. For better, but mostly for worse. “We have seen a lot of poor quality films released for which 3D had no interest”, underlines Renaud Van Lith, who took over Eyes3Shut in 2019. “It was often 2D films which were converted into 3D, continues -he. The spectators ended up getting bored, because they paid more while the quality was not there. »
In full take-off, the Brest-based start-up then went through a soft patch for a few years, keeping itself afloat by working on virtual reality devices in the energy, transport or space sectors. The announcement of the release of Avatar 2 will give wings to the company which boasts of having “the best technology” on the market. “And it’s not me who says it,” smiles Renaud Van Lith. Keen on technology, James Cameron praised the 3D glasses of Eyes3Shut, presented with great fanfare on December 2 on the set of Daily in the presence of the director.
Very promising 3D releases
A great publicity stunt for the Breton company which has seen its sales explode. “We have already sold 200,000 pairs in France and Europe”, welcomes Renaud Van Lith. More expensive than the classic passive 3D glasses found in the vast majority of cinemas, they are currently reserved for customers of premium theaters. “But it’s a market that is set to develop,” assures Renaud Van Lith. Cinemas have no choice but to reinvent themselves to bring viewers back, and this will notably involve 3D. »
A time shunned by the public, the technology will indeed make a strong comeback in cinemas in the coming months with blockbusters expected in 3D version such as titanic, mario bros, The little Mermaid Where Indiana Jones 5. “2023 should be a very good vintage for us”, already savors Renaud Van Lith.