No longer do we associate 3D technology with dodgy cardboard glasses we got free in a cereal box. The technology has come on leaps and bounds, providing us with shiny high-tech plastic specs and adding the WOW factor to the latest Hollywood blockbuster. We question whether 3D cinema is worth all the hype.
Ever since Avatar grossed £1.15 billion and became of one of Hollywood’s highest grossing movies of all time, the rest of Hollywood has been jumping on the band wagon for 3D films. With many critics praising the newly released Transformers 3D, let’s consider why our love of all things 3D may be fading..
There are those that argue some film makers have compromised the quality of the film in favour of crazy special effects. In this way, the 3D imagery is there to substitute for a poor storyline. The 3D graphics have even been accused of distracting the audience and taking away from the story line.
Some people have also reported feel sick and experiencing migraines after watching 3D films. It is not known if this was the result of the 3D imagery or the 3D glasses.
In the current financial climate the cost of viewing a 3D film is also an important factor. As well as a higher ticket price, cinema goers are also charged for a pair of 3D glasses, which all adds up to an expensive night at the cinema (and don’t even get me started on the price of popcorn!). Cineworld currently charge an additional £2.10 on top of the adult ticket price for 3D films, and 80p per pair of 3D glasses. With many consumers commenting that the price of seeing a 3D film puts them off, the long lasting success of 3D cinema after the novelty factor wears off is questionable.
According to The Hollywood Reporter, around 55%-65% of a film’s opening weekend gross at the box office comes from the 3D version. For Pirates of the Caribbean: On Stranger Tides, this was only around 47%. Could this be a signal that cinema goers prefer the 2D version of films more?
As long as 3D technology is used appropriately in films, i.e. to subtly add to the cinema experience rather than to distract audiences from a poor script, then there should always be a market for 3D films, especially for those people wanting to get up close with the action in the latest blockbuster.
But what does the future hold for 3D? Sony has recently been experimenting with new uses for the technology. The electronics company decided to film the Wimbledon Men’s final in 3D, showing at cinemas. The benefits of watching sport in 3D are evident. Being able to get up close to the action and players of your favourite sport could boost the sales of 3D televisions, bringing 3D technology into the homes across the country.
Do you prefer to watch your films in 3D or do you opt for the regular version? Share your comments below. . .
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