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.