Wednesday, 23 March 2011

Production and Distribution: 3D at the Box Office

The invention of 3D is not going as well as expected. After nearly 80 percent of those who saw "Avatar" saw it in 3D, it was assumed that the format would quickly overtake theatrical distribution. But 3D's box-office has gone downhill ever since. People have become disinterested in paying high ticket prices for uneven quality.Studio executives have said that the public is losing interest in 3D.

For example, only 45% watched Universal’s “Dispicable Me” in 3D.The most recent 3D release, Warner's converted "Cats and Dogs: The Revenge of Kitty Galore," grossed only about $6.9 million in 3D revenue for its opening weekend -- the worst performance in the 3D distribution.

BTIG Research analyst Richard Greenfield said “I think the overall message isn't that 3D is a fad or that it’s going away, but I’m not sure we’re moving to a point where 50 percent of the box office is derived by 3D ticket sales as some of the bulls currently believe.”

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