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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 ....