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Are audiences turned off by 3D?

By: Robert Hyde | Date published: 27th June 2011 | Views: 270 times
Robert Hyde

Go back just over a year and the biggest film in the world (by box office gross) had been established, that film was James Cameron's Avatar, a film built from the ground up to show what 3D can achieve.

This weekend in the US Cars 2 has hit the top spot with a weekend gross of $68 million of which only 40% of that take was from 3D screening, so is the public finally realisd that 3D is just a gimmick?

If you listen to Sony they would have you believe that 3D is the future, we'll be watching all out broadcast TV and home movies in 3D, Nintendo are another company who have invested a lot of money in 3D, producing the 3DS, there is certainly no shortage of temptation for us to embrace the 3D age.

Not lets look at the numbers, Cars 2 isn't a first, King Fu Panda 2 and Rio both took more money in 2D rather than 3D, and most people who saw Pixar's top grossing film last year Toy Story 3 seemed to agree that the 3D did nothing for the film. In Japan the 3DS has been struggling, being outsold by the 7 year old PSP, a device for which the successor has already been announced and is reducing in sales.

Is there a future for 3D? Who knows at the moment, but 3D is starting to show it's colours at the cinema, the surcharge on the glasses certainly cant be helping, Sky TV are struggling with the uptake of 3D subscribers, again there is a surcharge, and gamers seem to be rejecting the notion as well.

There are a couple of high profile catalogue 3D film that have been retrofitted with 3D, the Star Wars Saga and Titanic, this may well be a test as to how the public is embracing 3D, but on current evidence we don't want it, the novelty has warn off.

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