Scott Mendelson provides a much-needed corrective to the "3D is dying" brouhaha:
The sky is not falling in the realm of 3D films. There has been much hand-wringing over the last couple weeks as moviegoers have embraced their right to choose to see the latest summer tent-poles in 2D over the higher-priced 3D venues. For the record, over the last two weekends, audiences purchased tickets to Kung Fu Panda 2 and Pirates of the Caribbean: On Stranger Tides in their respective 2D formats at a rate of 55/45. So, despite those films playing in majority 3D theaters (around 65%), 3D ticket sales made up only 45% of the box office for their respective opening weekends. This is not a new issue and it is not cause for panic or rebuttal. Rather, it is a healthy sign that audiences are making an informed choice and that studios are offering a wide swath of moviegoers a genuine option when it comes to their 3D franchise pictures.
It's really very good. Read the whole thing.
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[...] Poland expands on his recent arguments that the 3D bubble has burst. The National Organization of Theater Owners, citing an article by Scott Mendelson, would beg to differ. Anne Thompson, pointing to a New York [...]
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