![]() The following year, IMAX, which had been a key player in popularising 3D with its giant screens, announced it would now be focusing on 2D. It was a game-changing opportunity for the industry.” The same year, speaking at a panel at CineEurope, Jeffrey Katzenberg, co-founder of DreamWorks Animation, announced: “We blew it on 3D. By 2016, every major TV manufacturer had stopped producing 3D TVs. ![]() It’s not only the box office numbers that have made grim reading for 3D enthusiasts recently. In 2019, 3D receipts of $6.5 billion, meanwhile, were below 2010 levels, despite a trend through most of the last decade of more 3D versions of films being released, more 3D screens opening up, and overall box office receipts rising. Of course, 2020 wasn’t a regular year, but in 2019, the last year when cinemas were operating normally pre-Covid, the figure was already down to 15 per cent. ![]() Audiences quickly felt ripped off, and the script for the format's demise was already written.īy 2021’s Theme report, the global 3D box office made up only 6 per cent of the previous year’s receipts. The problem was that while Avatar was genuinely unique, most of the films that came in its wake were second-rate afterthoughts. ![]() They couldn’t wait to jump on the bandwagon, pushing out hastily made 3D movies and bumping up the ticket price. The reason for that could be that when Avatar smashed every record, studios and cinemas alike saw a cash cow. It has, however, been mostly downhill since, with a steady annual decline in 3D box office share every single year since 2010, and declining receipts too since 2016’s $8.8bn peak, according to the American Motion Picture Association's annual Theme report. ![]()
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