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Two years after breakthrough 3D megahit Avatar, Hollywood is still struggling to decide how best to use the new technology, as filmgoers tire of the novelty.
While 2011 ends with a couple of well-received 3D movies – including Steven Spielberg’s holiday smash Tintin and Martin Scorsese’s Hugo – filmmakers need to focus on what works in three dimensions and what doesn’t.
Experts say filmmakers can no longer count on the simple fact of putting ‘Now playing in 3D’ on the posters to attract cinema-goers.
“While there were nearly 40 (3D) films released this year, studios have been scaling back in terms of the type of films released in this new format. The reason? Audiences won’t pay for a 3D engagement that isn’t a premium picture,” Jeff Bock, senior box office analyst at industry data provider Exhibitor Relations said.
Signs that 3D has struggled came this year not only from summer box office flops Conan the Barbarian, Spy Kids and Glee – but also from flagging sales of 3D televisions.
Analysts say Hollywood is not going to turn its back on 3D, but will learn from its mistakes.
“Studios are going to be much more savvy as to what they choose to release in 3D in the years to come. Make no mistake about it, 3D is not going anywhere,” said Bock.
