• Reuters, Tuesday, April 12, 2011 12:18 PM

Director James Cameron isn't content to develop new 3D technology for such movies as "Avatar." Now he wants to popularize the use of the process in episodic television and sports programming, as well as advertising.

So, working with "Avatar" cameraman Vince Pace, Cameron founded the Cameron-Pace Group, to "develop a new generation of camera systems, services and creative tools, " according to Reuters.

Among the group's missions: lowering 3D production costs to fit realistically into budgets, and "proselytizing to get people to change their perception" about the technology.

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