A few weeks ago, our blog pf April 16 suggested the rise of 3D was of purely novelty value and being an example of, ‘the next big thing’ well it seems to be coming true.
Recent box office data reveals that where the same films were running in both 3D and normal, 2D, interest in the $2 - $3 more expensive, 3D version, is declining. For example, when My Bloody Valentine came out in January, the 3D version made 6.4 times more than its 2D version. Coraline’s February release, made 3 times more for its 3D version. However, by the time Ice Age 3 came out in July, the 3D made only 1.4 times more than the regular version.
More 3D films are due for release during the rest of the year including, Final Destination in August and culminating in James Cameron’s Avatar in December so we’ll see whether the exhibitor’s rush to invest in screens and digital projectors will pay off. Or whether it really was the studios creating a short term buzz, to encourage theatres to buy digital projectors, saving them the long term costs of producing and distributing traditional prints.
I guess once you’ve experienced a new thing a few times, its novelty wears off. I wonder when that’ll happen with sound?