they are very vocal about the quality they see. we want to raise the bar. >> reporter: and stay above it, says jack mass ek who says his future depends on it. >> the language of 3-d is different than the language we utilize in 2-d. i don't want to be left behind. >> reporter: one executive who says he's ahead of the game is jeffrey cat zenberg. he recently blasted the 3-d to 2-d conversion process, warning it could turn audiences away. >> for the first time in well over a decade, we're seeing admissions go up and 3-d is the reason. >> reporter: and they are willing to spend more for that experience? >> and if you give them something great, everybody is being very protective of it right now, this is a beautiful golden goose and giving us golden eggs. >> reporter: in this golden age of advanced technology, where 3-d movies have fired up the box