Roger Ebert hates 3D. So does Francis Ford Coppola.

So who loves it exactly? Aside from millions of moviegoers, director James Cameron is once again touting the benefits of 3D.

According to Reuters, Cameron was talking up the benefits of 3D in Korea on Thursday, encouraging TV producers to embrace the change and start cranking out some 3D content. He says content is the missing piece of the puzzle, meaning a lack of content is what’s holding consumers back - more so than the cost of buying new equipment.

“We’re going to have 3D TVs all around us ... and we’re going to need thousands of hours of sports, comedy and music and all kinds of entertainment,” Cameron said at a technology forum in Seoul.

Cameron wants TV producers to help push the technology, saying it would cost less to produce content in 3D than to convert down the road. “There’s not going to be the time or the money to convert that. It’s going to have to be shot live,” he said. “We’re going to learn how to do live shooting. The cost will come down on live 3D production.”

Of course, Cameron is doing his part. “Avatar” may have cost a lot of money to make ($300 million), but it’s more than recouped costs becoming the highest-grossing film of all time.

Rachel Cericola - Contributing Writer

Over the past 15 years, Rachel Cericola has covered entertainment, web and technology trends. Check her out at www.rachelcericola.com.