Signs of 3D struggles at cinema

MCV Staff 9th June 2011 Publishing

There are indications in the US that the appetite for 3D movies is on the decline.

This is of particular concern to content holders as, with the further establishment of 3D in the public consciousness, it would be usual to be expecting growth in the format at this stage in its lifecycle.

Entertainment Weekly reports that recent release Pirates of the Caribbean: On Stranger Tides earned just 46 per cent of its takings for the 3D version. This is the second worst 3D showing since November 2008.

Following this the release of Kung Fu Panda 2 saw just 45 per cent of its takings originate from 3D.

As a result shares in 3D tech company RealID have tumbled 26 per cent in the last two weeks.

I think people are tired of showing up and having to wear glasses — at high prices — every single week,” BTIG research analyst Richard Greenfield stated.

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