"Led by families, interest in 3D is plummeting among U.S. consumers" Article dated July 14, 2012
"As the cost of viewing a film in 3D continues to rise within the United States, cost-conscious consumers are passing up the glasses when they visit their local theater.
Detailed in The Hollywood Reporter this week, attendance of 3D versions of films is dropping due to exceedingly high ticket prices and a lack of interest from the average American family. For example, the percentage of revenue that comes from 3D versions of Pixar films has fallen dramatically over the last two years. When Toy Story 3 was released, the opening weekend box office take was over sixty percent 3D viewings and the 3D revenue from the entire run was responsible for 56 percent of all revenue. Moving ahead in time, 3D revenue from the opening weekend of Cars 2 was 40 percent of the total revenue. Even more recently, 3D viewings during the opening weekend of Brave only accounted for 32 percent of all revenue."
Use the link to read the entire article. It is too soon to write of 3D and they hint that large populations in places like China may provide enough growth in attendance to make it really take off. Surely, once the equipment conversion costs to the theater owners have been recouped, they will be able to start bringing the prices down to closer to those they charge for the 2D versions, and if that happens then the future for 3D movies will look much rosier?!
Here is the link to the Hollywood Reporter article.
Box Office Mid-Year Report: What's Worrying Hollywood
"Domestic revenue is at a record level, so why aren't studios smiling? Between the dramatic slide in 3D attendance and a string of jaw-dropping disappointments, there's little reason to celebrate."Edited by greenland - 7/19/12 at 9:06am