IMAX CEO: 3D Isn't for All Movies [VIDEO]

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Mashable CEO and founder Pete Cashmore spoke with IMAX CEO Richard Gelfond about the growth of the company, the rise of 3D and the changing theatre experience, at the World Economic Forum in Davos, Switzerland.

Gelfond and Cashmore discussed mainstream movies' move into 3D; Gelford said while IMAX is invested in 3D technology, he doesn't feel the experience fits all movies. He complained that after James Cameron's success with Avatar, the world was "caught up in a 3D craze."

"I think just slapping a 3D camera on a 2D story doesn’t work," he said.

Gelfond also talked about IMAX's rapid expansion, saying the company has been opening sometimes three or four theaters a week. He said they have big plans for the emerging market in China, and will open 200 theaters there in the future. Part of moving to emerging markets means IMAX moves from its popular documentaries -- the "bears, whales and seals movies" -- and presenting more traditional blockbusters like The Hobbit, and The Dark Knight Rises, Gelfond explained.

Click above to watch the video with Gelfond, and tell us what you think in the comments.

Image courtesy Erica Gannett for IRL Productions.

Documented@Davos

Mashable is working with Scribd on a program called Documented@Davos, where we’ll be interviewing young leaders, technology pioneers and forward-thinking organizations to share the important issues being discussed at Davos with everyone online. You can follow along with the hashtag #DavosDocs.

Here's the lineup of leaders who will be interviewed for Documented@Davos:

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