
They’ve put together the following chart which illustrates the percentage of a movie’s total revenue which came from 3D screenings. The chart starts with Avatar which earned fully 71% of its revenue from 3D showings and then that percentage declines steadily. When it was released on the 9th of this month, Despicable Me only made 45% from 3D. Here’s the chart:

Worst of all, 3D now occupies all the best screens. So if you’re one of the 40% of people who made it a point to see Toy Story 3 in 2D, you were forced to see it on a smaller screen with an inferior projector. Theater owners are basically forcing people to watch movies in a less than optimal setting, and that’s probably not a great move if you’re hoping for return customers.
So why the revolt? The reasons are obvious and we’ve outlined them in depth here. It ruins the picture by making it dimmer, it makes people sick, they’re overcharging for it… the list goes on. Hollywood’s squeezed all the money it can out of 3D. By the time 2011’s crop of 3D offerings like Green Hornet finally hit theaters, right now the trend seems to indicate that no one will be left who wants to pay to see it.
My guess it that Hollywood hopes this trend is the result of damage done to the market by inferior 3D products like Clash of the Titans. That could be why the most recent Resident Evil: Afterlife trailer makes it a point to advertise itself as “filmed in 3D”, hoping to separate itself from slapdash conversions. But even the best 3D products still suffer from numerous problems and, there’s the ticket prices, which show no sign of going lower. Audiences are tired of paying extra for something which at best really doesn’t make most movies better and at worst may literally make them want to vomit. Keep buying those 2D tickets and maybe we’ll take back the movie theaters.
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