The Great 3D Panic of 2011

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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.