This story in the Film Journal International shows how the Diamond Age of 3D is still to come. By the way, in the Top 10 Grossing Movies of 2013, nine out of the ten are 3D.
If digital projection was a necessary upgrade for the new millennium, 3D was its poster girl. The immersive, cinema-only experience promised to bring in more viewers and keep the moviegoing excursion a special event. When James Cameron debuted Avatar in 2009, 3D was praised for its cinematic qualities—and naysayers who called it a gimmick were in the minority, at least for the time being.
Now, in 2013, 3D is no longer a novelty. The early highs when half—or more—of a movie’s opening-weekend gross came from 3D have largely subsided. Still, according to the Motion Picture Association of America (MPAA), half of all moviegoers saw a movie in 3D in 2012, and it seems likely that 3D presentations will continue to account for a slice of ticket sales, especially in the opening weeks. Plus, with recent technological advancements, moviegoers who do like 3D enjoy presentations that look better than ever.
3D by Numbers
Was there a 3D bubble? From 2009 to 2010, the amount of box office from 3D films doubled, rising from $1.1 billion of the U.S./Canada box office to $2.2 billion, according to MPAA-reported figures. The industry was riding high, and studios rushed to release movies either filmed in or converted to 3D. But the very next year, instead of continuing its meteoric rise, 3D box office declined 20%, to a total of $1.8 billion. As initial interest in the format waned, Hollywood was still ramping up its 3D product, leading to a situation where supply rose as demand weakened.
That 20% decline in 3D revenue came in the same time period (2010-2011) that the number of 3D films released increased 170%, from 26 to 45 releases. That meant that the average movie went from earning $85 million from 3D ticket sales to just $40 million. Studios saw the percentage of ticket sales coming from 3D decline. Exhibitors, meanwhile, with their 3D revenue undergoing just a minor decline, increased the number of 3D-equipped screens as more movies released in the format.
Among consumers, there was a feeling that [Keep reading…]
Article by Sarah Sluis, FilmJournal.com