3D - the solution to cinema piracy, is beginning a slow death

[Len]

When was the last time you went to see a film in 3D? As in, you specifically chose to go see a 3D film?

A week ago? Three months ago? Six months ago? Before writing this article, we put a small poll out on Twitter just to get a sense of where audience sentiment was with regards to 3D. Not surprisingly, a significant majority said that it had been over a year since they'd opted for the format.

As well as this, we also asked whether or not audiences found the experience to be a positive one - and if it was worth the price compared to a 2D screening. Out of the sixteen people who answered this request, only two people had something good to say about 3D. Most said that it wasn't worth the money, that it was a gimmick, that they tried to avoid them or - in some cases - the 3D glasses interfered with their own glasses.

Granted, this is from a small group of replies, but it does give an indication of where audiences are with 3D and how they feel about it. What's more, it looks like the film industry is starting to listen.

Earlier this week, the CEO of IMAX, Greg Foster, confirmed that the giant-screen format is cutting back on 3D releases and cited Christopher Nolan's Dunkirk - which had 15% of its opening weekend box office figures in the US from IMAX tickets - as an example. "It’s worth noting ‘Dunkirk’ was showing exclusively in 2-D, which consumers have shown a strong preference for... We’re looking forward to playing fewer 3-D versions of films and more 2-D versions."

To top it all off, the MPAA - that's the Motion Picture Association of America, which represents the six major studios in Hollywood - reported that 3D films had an 8% drop in attendance from last year, despite the fact that 68 films were put out in the format in that time. There are no figures readily available for Irish audiences, but what's happening in the US is likely being repeated here.

3D was touted as the answer to cinema piracy, with plans to replace all projections and screens with the format so as to ensure complete security. Not only that, the added cost of 3D tickets meant that studios had an impetus to charge more money. Of course, this ultimately backfired and the trope became that if a film couldn't be made good, you could at least make it 3D. Films such as Episode I: The Phantom Menace were revitalised with 3D upgrades, to lacklustre response by audiences.

Of course, for all the talk of 3D's failings, there's been plenty of exceptions. Avatar, Gravity, The Martian, Guardians Of The Galaxy, Tron: Legacy, Hugo were all hailed as triumphs of technical excellence and the 3D was praised with them. It seems that filmmakers and studios have wised up to the fact that audiences can't be won over merely by 3D on its own, which is likely why it's advertised far less than it was around eight or nine years ago.

Still, there's no denying the fact that IMAX moving away from 3D is most likely the beginning of the end for the format. The question is whether it's worth fighting for or if anyone will mourn it?