
Is 3D on its way out?
Personally, I’m not a huge fan of 3D films. I wear glasses and am prone to migraines, and I’ve found that sitting in a dark theater wearing sunglasses helps neither of these issues. Additionally, if I don’t sit smack in the middle of the theater, I start getting dizzy. My boyfriend is color blind, so 3D features look muddy. Now, that’s not to say I haven’t seen some amazingly successful animated films in 3D; when I worked at Blue Sky, our staff showing of Up was in 3D, which was amazing. I also saw Cloudy With A Chance of Meatballs in 3D because I wasn’t paying attention to the different showtimes. It was also stunning. But, I’ve seen a lot of slapped-on-after-the-fact 3D that looked TERRIBLE.
Anywho, back to the news. The latest installment of the Pirates of the Caribbean (I still can’t spell Caribbean correctly on the first try) has been doing fairly well at the box office, but not in 3D. According to the Hollywood Reporter, 55-65% of a movie’s opening weekend box office comes from 3D screens. For Pirates, it was merely 47%. Not a ghastly drop, but significant enough to cause doubt in Real D stockholders – shares have dropped over 12% in recent weeks.
Most people believe that the desire to see movies in 2D is directly related to the cost of a 3D screening ticket. Movie News Online reports that Wall Street analyst Richard Greenfield calculates that theaters charge an average $14.85 for Pirates on IMAX 3d, $10.85 for non-IMAX 3D, and $7.60 for 2D. I myself paid $9.50 for the 2D version on opening night.
This past weekend, Kung Fu Panda 2 saw an equally disappointing 3D box office take. According to Cartoon Brew, only 45% of Panda’s audience shelled out the extra dough for the 3D version.
We may not be free of the 3D trend yet; apparently the 3D versions of both films are doing very well overseas, where the 3D technology is even more popular than it is stateside.
What do you think? When you head to the theater, do you steer clear of 3D showings or feel it’s worth the extra admission fees?