In 2009, James Cameron had a vision of the cinematic future: 3D. To be fair, Hollywood already went down that road decades before, in a much more gimmicky fashion, but the blockbuster director had designed “Avatar” completely around the supposedly immersive experience. $2.7 billion worldwide later, the industry believed the format to be a savior, and soon we were seeing movies both shot natively in the format, and converted in post-production, flooding the big screen. But a funny thing has happened in the eight years that have passed: audiences have cooled out on the whole thing.
IMAX Entertainment CEO Greg Foster revealed during an analyst call that the large format screening company has seen moviegoers start wanting less 3D movies, and as a result, they’re going to start binning those glasses.
“The demand for 2D films is starting to exceed 3D in North America,” Foster said, adding that audiences have a “clear preference” for 2D over 3D, at least in North America.
Certainly, showing up opening weekend for the must-see tentpole only to realize that every single screening is in 3D has become a bummer, not to mention the extra surcharge that comes with already high ticket prices. IMAX’s strength has always been the sheer size of their cinemas (don’t get me going on their smaller, lie-MAX rooms) and helping get pictures like Christopher Nolan‘s 70mm “Dunkirk” shown in the best presentation possible. If this is a beginning of a pivot back to what makes IMAX great, I’m all in.
The IMAX shift isn’t going to be slow moving either. For example, this fall’s highly anticipated “Blade Runner 2049” will on screen in 2D in IMAX cinemas.
READ MORE: ‘Blade Runner 2049’ Features Unfilmed Scene From ‘Blade Runner’
One has to wonder, as Cameron preps his string of “Avatar” sequels, if he’s making them for an audience that is already tired of a format he still champions. [THR]
This article is hogwash. If 3D screenings cost the same as 2D most people would choose a 3D screening. Real 3D IMAX Films, the 45 minute non feature film ones have amazing 3D effects which audiences love and are amazed by.
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no they wouldn’t
i would much rather see pretty much all the movies in 2D
unless the movie really has some stuff that needs to be seen in 3D to be experienced properly, and that is rarely the case with new blockbuster
I said most people. not all.
I’m confused. Is your information based on some sort of survey or are you just speaking for “all” audiences?
When 3d becomes totally passive (i.e. no headgear) then it won’t be long before 2d goes the way of black and white film. The surcharge and the pain-in the-butt glasses are the only things that keep people away.
Good news.
this has nothing to do with 3d exhibition, but the lack of quality product. true stereoscopic 3D done right will be immersive and worth the price. people are just sick of cheap 2d conversions being pawned off as 3D.