Bloomberg has published an extensive article detailing the process it took for Avatar to become a reality, but there’s one part in particular that is significant, and that we haven’t heard much about so far: the 3D cameras.

James Cameron and Vincent Pace, who worked together on The Abyss, began working on the cameras in 2000 after Cameron got in contact with Pace, who owns a camera-technology company. Cameron invested approximately $12 million of his own money to develop the cameras.

During the filming process, many high-profile directors stopped by the studio where Avatar was being filmed to check out the technology for themselves. Now that cinemas are quickly adding 3D screens to accomodate future movies, those directors are looking at 3D as a viable option for the future, especially considering the premium ticket price for 3D films.

Since the release of Avatar, Pace has had a steady stream of inquiries about the cameras, which he and Cameron own the patents for. The interest isn’t only for films, but also for commercials and 3D sports broadcasts as a result of the coming wave of 3D televisions. Considering that Pace’s company rents the cameras for between $1.4 million to $3 million per movie, he predicts the pair will quickly recoup their investments and begin seeing profits.