Exactly:

One of the overriding topics of this year’s 3D Stereo MEDIA is how bad 3D is hurting the industry, yet for Comisky, it’s all about the context and the target audience, citing the success of 3D horror films. “I know what bad 3D is when it comes to doing a quality picture but then there are different genres,” noted Comisky.

via Chuck Comisky: “3D will not save a bad movie” | Diary Blog | Screen.

Directors, producers and crews that seek excellence in the entire process are the ones that will be successful. No different than the 2D world!