Originally Posted by poppabk
Interesting article, but you are going to have to point out the part where he refers to dwindling attendance figures, because I don't see it anywhere in the article or the following weeks article.
In this specific article, the author cites signs of dwindling interest via high attendance outside North America, while in the U.S. there are trends indicating (at least in his analysis) that 3D-related profit is dropping, less revenue is generated on opening weekends while more 3D films were being offered, there is a declining proportion of those seeing a film in 3D as opposed to 2D, more 3D films are now just breaking even than making profit, etc. The only way (IMHO) this perceived decreased interest can be measured is through less patrons going to see a 3D movie. Whether the author is correct or not is open to debate, however, it is an aspect that must be considered as a discussion point.
In a previous articles many executives and insiders cited higher 3D revenue generated by 3D offset decreased attendance figures. This opened up quite a vocal debate whether they were referring specifically to 3D or to movie theater attendance in general, however, the points about dwindling attendance were made when the issue being discussed was specifically 3D and that increased revenue figures generated specifically from 3D were misleading.
Again, nobody on either side of the coin quotes actual attendance figures so the question to be asked is why isn't the industry touting increased or steady movie attendance for 3D in a year that saw overall attendance drop nearly nine percent (revenue is cited but not attendance figures). The prior year the industry vigorously and correctly publicized how 3D attendance figures skyrocketed. That is conspiciously absent from all movie theater information put out from the MPAA and marketing analysis groups in 2010. This makes me think one of two things: 1) attendance is dwindling and combining this with the disappointing sales figures for 3D televisions would be a marketing disaster, or 2) The industry is just plain stupid by not exploiting a continued growth in movie theater attendance thus missing a golden marketing opportunity.
3D can still easily continue to be successful as a niche, take off with big consumer demand, or fizzle but all that depends upon how viable a money maker it will be. With all the revenue still being generated I didn't at all understand how 3D could even be considered to be on shaky ground, even if there was a dip in attendance this past year. The figures brought out in this and other articles point out that the profit margin is possibly dropping quickly. And because 3D is a business, these are real issues regarding 3D's future status. They also got to give people something better than "The Green Hornet" as well.