While at the Sundance Film Festival, I had an opportunity to sit and chat with John Fahey, CEO of National Geographic. We discussed his interest in U2 3D and how National Geographic's innovative business models continue to sustain the nonprofit's core mission.
What was it about U2 3D that felt right for it to be the first film distributed by National Geographic's new entertainment division?
We're the premiere distributor of large format films and U2 3D looked to us, like the best film out there beyond the films that we make. Also, the band U2, what they stand for, and world music is something the Geographic as an institution is really interested in. In many ways U2 is the ultimate Irish band and a band of the world. And world music is the purest signature of any culture. We were intrigued by that fact and we are getting into the music business ourselves. The message of the band is attuned with what the Geographic really cares about.
You've been quoted as saying, "National Geographic was created as a nonprofit to inspire people to have a lifelong appreciation for the planet and its people. Our mission hasn't changed." Does U2 fit that ideology?
They do in a number of ways. They make great music and they stand for quality and the Geographic stands for quality. Some of the principals, philosophies, and values that this band seems to have are similar to the values that the Geographic has. I'm really intrigued by the fact that these guys want to stay ahead of the game. They want to be out in front and this is a place the Geographic hopes to occupy in the future. National Geographic wants to be more cutting-edge than it may have seemed in the past.
How did you find out about U2 3D?
We knew it was coming because of our relationship with 3ality Digital. We've been very intrigued in 3D technology for filmmaking and because of our interest in IMAX, we've been immersed in 3D and the tech side of filmmaking already.
Have you ever been to a U2 concert?
I've been to several U2 concerts back in the 80s. I think it was the late 80s when they were in Washington D.C. They're still the greatest band! Then I saw them about two years ago when they were last in D.C.
How does a live U2 concert experience compare to the 3D film experience?
The 3D experience is comparable. At some level nothing beats being at a rock concert. That being said, this is awfully close. Unless you've got a great seat, this can be better!
Do you have a favorite song that showcases the 3D technology?
What I liked about this film is the 3D is appropriately subtle. The film isn't about sensationalized 3D. It's about using 3D to give you the real impression that you're there and I think it really does that. I find the songs I like in U2 3D are the songs I really like generally. I just love the film.
Have you ever had a chance to meet the band?
Bono's been to my office at National Geographic. Actually, Bono came to see us because he loves the Geographic and he was thinking of things to do with the Geographic that had nothing to do with this film. I've met the other band members too.
U2 3D is being touted for its ability to seamlessly bridge entertainment and technology. How do you see new digital technologies advancing the National Geographic brand?
A great deal of our focus and energy is behind trying to use all sorts of new digital technologies that can really work for the end user in a significant way. We're trying to use that as aggressively as makes sense. We're doing a lot of mobile things; we're doing much digital video, and as I said already, we are filming IMAX movies in 3D. We're really interested in the fact that they're going to be more 3D theaters in multiplexes. So we see this as one of many opportunities that the wonders of technology are bringing to the media business. The possibilities seem limitless.
If I was a theater owner I'd have this film in there all the time because it's truly unique. U2 3D shows you the power of music. The biggest stars in the world are rock stars. There's no question about it.
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