Both "Captain America" and "Thor use 2-D for principal photography, but the considerable special effects for the films were conceived and executed from the beginning in 3-D, something that will help them avoid certain pitfalls, said Marvel Studios President Kevin Feige.
Feige and Branagh were interviewed together in a conference call with The Times. They acknowledged a negative stigma to 3-D, at least in the eyes of savvy fans like those who attend Comic-Con.
"I'd say there's not a great feeling out there for conversion based on some of the films that may have succeeded financially but had their artistry come under fire," Feige said, not naming names but most likely referring to "Clash of the Titans," the Warner Bros. release that surpassed $490 million in worldwide box office but was savaged by critics for a rushed 3-D conversion that many saw as especially clumsy, distracting and ill-advised.
Feige, in London for "Captain America," pledged that "an unprecedented amount of time" would be devoted to the conversion process. He also said the films will benefit from the fact that the 3-D choice was made early on with passion and planning and not in post-production, as was the case with a flurry of films that came on the heels of "Avatar" and its historic box-office success.