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When the first Avatar film<\/a> was released back in 2009 \u2013 and for a number of years afterwards \u2013 3D was the big thing of the moment, mooted by many experts as the long-term future of big-screen entertainment.<\/p>\n Now, 13 years later, Avatar: The Way of Water<\/a> arrives in a very different cinema landscape \u2013 one where the fascination with 3D has more or less completely subsided.<\/p> But producer Jon Landau is adamant that public appetite for 3D is still there, and in an exclusive interview with RadioTimes.com<\/a>, he explained that he thought it had sometimes been unfairly demonised.<\/p>\n \u201cI think there are times when 3D might have gotten a bad name because people didn\u2019t do it right,\u201d he explained. \u201cBut it\u2019s like anything \u2013 if you shoot a movie and it\u2019s out of focus, people will go, \u2018Wow that cinematography was bad\u2019. So 3D we really believe enhances your experience and the audience\u2019s experience.\u201d<\/p>\n He added: \u201cI think that when we were making the first Avatar there was zero appetite for 3D. There were next to zero screens that could do 3D. But it didn\u2019t stop us because we believed in it \u2013 and we still believe in it.<\/p>\n \u201cI\u2019m not saying it should be ubiquitous in the business, but we believe that when you want to transport someone to the world of Pandora it is an essential element of giving them the best possible experience of that story.\u201d<\/p>