Editor ©RapidTVNews | 21-03-2011
The huge expectation that a successful 3D film industry, driven by blockbusters such as Avatar, would drive a revolution that would scale out to TV shows signs of stalling.
With ticket prices at a premium, 3D was seen as the impetus that would provide a much needed reverse, to declining cinema revenues hit by alternatives such as online video, VOD and games.
However, according to The Observer newspaper, Q1 2011 US ticket sales are running 20% behind where they were at the same time a year ago and, markedly, the current slate of 3D films have been conspicuous failures.
The Observer quoted Brandon Gray, founder of film-industry website Box Office Mojo, as saying: “Hollywood loves a bandwagon and Avatar was a really big bandwagon...But it's become a way for them to avoid what really matters – storytelling... For all the boosterism, 3D isn't ready for primetime...It's still watching movies wearing sunglasses in the dark. Come back when you've got that sorted out."
More worrying for Hollywood, and something that should be heeded by the TV industry as it increasingly turns to 3D to provide a stream of value added revenue, Grey also asserted that audiences were no longer wowed by 3D alone.
Analysts are now predicting that the next 3D major release from Steven Spielberg could well be pivotal for the future of 3D in the industry.
The huge expectation that a successful 3D film industry, driven by blockbusters such as Avatar, would drive a revolution that would scale out to TV shows signs of stalling.
With ticket prices at a premium, 3D was seen as the impetus that would provide a much needed reverse, to declining cinema revenues hit by alternatives such as online video, VOD and games.
However, according to The Observer newspaper, Q1 2011 US ticket sales are running 20% behind where they were at the same time a year ago and, markedly, the current slate of 3D films have been conspicuous failures.
The Observer quoted Brandon Gray, founder of film-industry website Box Office Mojo, as saying: “Hollywood loves a bandwagon and Avatar was a really big bandwagon...But it's become a way for them to avoid what really matters – storytelling... For all the boosterism, 3D isn't ready for primetime...It's still watching movies wearing sunglasses in the dark. Come back when you've got that sorted out."
More worrying for Hollywood, and something that should be heeded by the TV industry as it increasingly turns to 3D to provide a stream of value added revenue, Grey also asserted that audiences were no longer wowed by 3D alone.
Analysts are now predicting that the next 3D major release from Steven Spielberg could well be pivotal for the future of 3D in the industry.