Increasing numbers of cost-conscious American families are avoiding 3D screenings due to rising prices and decreasing excitement around the technology.
More than 85 percent of revenue for “Avatar” came from 3D tickets, and 56 percent of revenue for “Toy Story 3” came from 3D. But newly released “Brave” only received 32 percent of revenue from 3D sales.
A family of four could have to pay as much as $65 in some American theaters to see a 3D movie such as “Ice Age: Continental Drift.” If the family chose to see the movie in 2D, the price would drop 25 to 40 percent, depending on the theater.
The number of 3D movie releases rose about 75 percent between 2010 and 2011, but 3D revenues dropped by $400 million.
“For the moment, it appears that the movie industry is relying on extreme fans of comic book films and action movies to prop up 3D ticket sales in the United States,” notes Digital Trends.
While American 3D sales decline, sales around the world have increased. Successful 3D ticket sales in China, Brazil, and Russia will continue to encourage studios to produce 3D movies, even if American audiences opt for the less expensive 2D versions.
Increasing numbers of cost-conscious American families are avoiding 3D screenings due to rising prices and decreasing excitement around the technology.
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