In the midst of this "enthusiasm" for 3D, I have cautioned that this isn't the first time this tune has been played. The Backlash has started. Jon Favreau, director of upcoming "Cowboys & Aliens" says no to 3D conversion.. "westerns need to be shot on film, save your money and see the movie twice!" JJ Abrams, "when you put the glasses on, everything gets dim, this isn't the way it is meant to be seen". Josh Whedon says he is going to advertise his much anticipated horror film "Cabin In The Woods" as the only horror film NOT in 3D! Negotiations with Peter Jackson over the Hobbit films are said to be hingeing on Jackson's NOT wanting to do 3D. When this was announced at Comic Con the audience cheered. Christopher Nolan "Batman 3 will NOT be in 3D" Josh Whedon is currently negotiating the 3D issue for Avengers with the studio. The studios have seen 3D as a way to make up lost revenues coming from people who would rather stay at home and watch a movie. 3D generates $3-5 more per seat in revenue. Some Hollywoood big name directors are saying NO loudly to 3D, and they have the clout to make it stick.