This could be the summer that makes or breaks 3-D. That’s the feeling around Hollywood, according to the Hollywood Reporter.
And the early returns aren’t look good.
Last weekend, Pirates of the Caribbean: On Stranger Tides opened to $90 million at the box-office. That total is far below what the first two sequels in the franchise took in and may be even lower when you factor in the rise in ticket prices but the extra ticket prices for 3-D showings. According to initial box office analysis, 3-D ticket sales for the Johnny Depp movie saw 3-D sales for the film at 47% of the audience. That’s well below the typical 55-65% of ticket sales that most 3-D films see on opening weekend.
That leads some to say that the audience appetite for 3-D is waning, mostly due to higher ticket prices. However, there are some in Hollywood who claim that isn’t the case and this is just a bump in the road.
One thing the Hollywood Reporter says we can expect is to see studios ramp up their publicity letting us know that the movies can be seen in 3-D.
Some say that part of the reason Pirates 3-D walked the plank was that Disney didn’t heavily promote the option. They go on to say that the proof will be in the slew of heavily promoted 3-D titles hitting theaters this summer that could make or break how much more on or off the bandwagon Hollywood will be.
Paramount is planning to heavily push the new Transformers movie being shot in 3-D as its release date approaches.
The summer is full of other 3D titles, including Kung Fu Panda 2, which opens Thursday; Green Lantern; Captain America: The First Avenger; and The Smurfs.
“Because one movie didn’t live up to expectations, it’s too early to announce the demise of 3D. It just doesn’t make sense,” another studio executive cautioned. “If a pattern develops, then you say there’s been an adjustment.”
Of course, audiences can help turn the tide by voting with their dollars. We’ll be interested to see what happens this summer and what lessons (if any) Hollywood learns from it.
“And the early returns aren’t look good.”
That depends on your definition of good. I think the failure of 3D being used in every movie possible is a good thing.
I was watching Resident Evil: Afterlife on Saturday night and the obvious 3D cheese was very annoying in 2D because I knew why they did it.
Stop making non-3D. Take the option away and lower the ticket prices. It’s the prices of the 3D that detour people from watching it.
In the words of Mr. Garrison, “3D you can go to hell. You can go to hell and die!”
As soon as a movie company or a director says: “We/I can only make this movie in 3-D” you known you have a big problem.
It usually means that either the script is very weak of itself, or the director has to resort to window dressing to hide his/her own incompetence or laziness (and to justify their very big salary).
Does that mean that a small number of movies don’t deserve 3D. Of course not. But look at the roster now: Smurfs, Transformers.
Would these movies even be made, if not for 3D?
If the movie companies want to earn more money, they should LOWER production-costs, not increase them. Especially when the economy is in a downward spiral. This is not the time to introduce expensive new technologies. It is the time to introduce cheaper methods for producing movies.
I just hope we continue to get the 2D option! We’ve driven 20 miles to see the 2D version of Thor rather than go to the 3D just down the road.
If everyone can do this, it will let them know how we feel.
I’m worried that Harry Potter and Avengers may only be in 3D
I don’t see any reason why the 2D option would go away. As it is I know plenty of people for various reasons cannot watch a 3D film and having it only in 3D would scare those same people off.
If they want to maximize their audience take, and still make a 3D film, they need to be able to put out 2D versions of the same film. It’s the only intelligent business model here.