CATEGORIES CinematicalWhen 'Avatar' became a worldwide box office smash, it demonstrated that audiences would be willing to pay a few extra few dollars to watch a groundbreaking movie adventure in the full glory of 3D. Studios got the message. Unfortunately, it was the wrong message. Moviegoers meant: "We'll pay extra, occasionally -- if it's worth it." Studios heard: "We'll pay extra -- for virtually anything that you throw at us in 3D, as often as possible."
As a result, more than two dozen movies were released in 3D last year, many of them post-converted (and critically drubbed), including 'Alice in Wonderland,' 'Clash of the Titans,' and 'The Last Airbender.' More than 40 3D releases are planned for this year, according to a Pricewaterhouse Coopers study made available to The Hollywood Reporter, which notes that 50-70% of box office revenue is now generated from 3D, "despite a declining number of tickets sold." [Emphasis added.] Yet enthusiasm for 3D may have started to wane as early as last summer, according to reports by Fortune and Slate. And the new study points to a poll by BTIG Research indicating that most people agree that $5 is too high a premium to pay for 3D; the report claims that 77% of Americans will not pay more than $4.
Is Hollywood killing the goose that laid the golden 3D egg? With the number of 3D releases increasing, have you reached the breaking point? Will you continue to pay for 3D in 2011? If so, how much of a premium, beyond the normal ticket price, is it worth to you? Take our poll and let us know!
|Yes - $5.00||32 (3.0%)|
|Yes - $4.00||6 (0.6%)|
|Yes - $3.50||12 (1.1%)|
|Yes - $3.00||61 (5.8%)|
|Yes - $2.50||23 (2.2%)|
|Yes - $2.00||94 (8.9%)|
|Yes - $1.50||24 (2.3%)|
|Yes - $1.00||105 (9.9%)|
|No - $0.00 - nothing, nada, zip||699 (66.2%)|