Friday, December 2, 2022


December 28, 2010 by · Leave a Comment 

According to analysts, 3D played the role of good guy and bad guy at the box office this year. On the one hand, it helped propel ticket sales for films like Avatar and Toy Story 3, which were conceived with the 3D technology in mind. On the other hand, as Richard Greenfield of BTIG Research noted in an interview with today’s (Tuesday) New York Post parents are showing increasing resistance to films like the recent Yogi Bear and Gulliver’s Travels for which 3D’s only apparent purpose is to boost the price of tickets by up to 50 percent. In addition, he remarked, moviegoers must deal with “annoying glasses that substantially dim the light of a movie and which young children spend more time playing with than wearing.” On the other hand, today’s Los Angeles Times observed that while 2010 is likely to end up with attendance figures down 4-6 percent below 2009, total revenue is likely to come in only slightly below last year’s record of $10.6 billion. Vincent Bruzzese of research firm Ipsos OTX, told the newspaper, “3D has driven up the box office, but it has also obfuscated the drop in moviegoers.” That drop apparently is of little concern to studio executives. The Times quoted Sony Pictures distribution chief Jeff Blake as saying, “Focusing purely on headcount is nice if you don’t want to accept money. … But if money goes up while bodies go down, I’m not sure it’s necessarily a bad thing.” The controversy could very well redound to the benefit of another technology — IMAX. Veteran box-office tracker Paul Dergarabedian noted on Monday that fully a quarter of the domestic revenue for Disney’s Tron: Legacy over the weekend came from screenings in IMAX theaters.