When I first started hearing that the new Pirate's movie was not doing too good at the box office, and it seemed that it's low sales were being link to it's 3D version, I thought to myself that it wasn't the 3D, it was just a bad movie.
Thor is a good example of a movie that did great at the box office, and even critics enjoyed, but was documented as being better in 2D than 3D. "3D did nothing for Thor", was stated by many critics.
IMO, it sounds as if the Pirate movies have run their course, as with a lot of movies, multiple sequels start to wear thin. The sad part is that with Hollywood determined to push 3D at us, 3D is now becoming the scapegoat
for low box office sales by people outside of Hollywood.
Again, though, Hollywood is to blame for trying to raise extra dollars by turning out one 3D movie after another, just to get that higher ticket cost for a 3D movie. Rather than putting out really good 3D movies, that would be worth the added cost.
What I always think about is that ever since Avatar came out, I can't think of one 3D movie since that I have heard or read that "You have to see this movie in 3D." Now I know Avatar had James Cameron at the helm and all his money...which created a media buzz and had people choppin' at the bit to see it, but still, two years later and no movie in 3D has been able to increase box office takes by just word of mouth...one person telling another, "Hey, you got to see this movie in 3D!"
Now, I not saying there weren't 3D movies made in the last two years that didn't have a high box office take, but none that I can remember had any "buzz" to carry the movie past the normal "theater life" of most movies. Another movie that comes to mind to explain what I mean by "word of mouth" and "theater life" was The Blind Side. Now even though this movie has nothing to do with 3D, it became a big deal just by "word of mouth". People seeing it and then telling others "You got to see this movie!" I guess maybe another way to explain what I mean is "staying power". Most movies become number 1 in box office sales the first weekend that they open, but then the second and third weekend they fall to second place or lower. I've had always looked at how a movie does that second and third week. If the second week it takes number 1 spot again, I feel it has something people want to see, and if it still in the top 1 or 2 spot in the third week, it's showing signs of "staying power"..."word of mouth" is keeping people coming to see this movie.
It's going to be a very interesting summer for movies and box office takes. IMO, this summer, and for that matter, this holiday season, should turn out to be the real test of 3D and it's "staying power". The novelty of 3D is wearing off. Consumers are starting to pinch their pennies again, thanks to high gas and food prices, and are not going to just throw their money at whatever Hollywood tries to throw out in 3D.