![]() “3D will get a second chance if Hollywood doesn’t oversaturate theaters with it,” he said. Even before the pandemic, Comscore reported that domestic 3D ticket grosses had shrunk 72%, from $1.85 billion in 2010 to $512 million in 2019.īut films like “Avatar 2” and “Doctor Strange 2,” both made with 3D in mind throughout the production process, may be able to give a small rebound for Imax’s 3D screenings, which the company curtailed in the latter half of the 2010s, and for RealD, the industry’s top 3D exhibitor which opened its 500th premium “Ultimate Screen” auditorium earlier this year in China.Įxhibitor Relations analyst Jeff Bock points out that the reason 3D fell off so quickly is because audiences got wise to when a film wasn’t really made to allow the format to enhance it. It’s unlikely that the record numbers for 3D ticket sales seen for that 2009 blockbuster will ever come back. In the coming months, PLFs will be able to sell themselves through Taika Waititi’s over-the-top alien worlds in “Thor: Love and Thunder” and the terror and wonder of the dinosaurs of Univeral’s “Jurassic World: Dominion.” And at the end of the year, the sequel to the film that began the early 2010s 3D craze, “Avatar,” will finally arrive from Disney/Twentieth Century. How Did ‘Doctor Strange 2’ Make $450 Million This Weekend? Thank ‘WandaVision’Īnd that’s just the blockbusters out this month. Why Losing L.A.’s Landmark Pico Theater Will ‘Force Indie Studios to Get Creative’īoth formats work particularly well with films that seek to immerse viewers in a world completely different to our own, whether it’s the surreal multiverse that Doctor Strange journeys through or the high-speed, high-stakes aerial dogfights that Pete “Maverick” Mitchell and his team of aspiring Navy aces embark on. ![]() Imax, king of the PLFs, led the field with 10% of the overall opening while 3D formats accounted for 9%, a share similar to that of 2019 Marvel films “Captain Marvel” and “Spider-Man: Far From Home.” Premium large formats - or PLFs as they are called by execs in the field - also accounted for 36% of the $187 million opening weekend of Disney/Marvel’s “Doctor Strange in the Multiverse of Madness” earlier this month. “What we’re doing is so much different than what you can get at home, and we’ve seen more and more people discover that, especially after the buzz that ‘Spider-Man: No Way Home’ got from influencers saying that the film should be seen in 4DX.” “In the past year, we’ve seen 35 to 40% of a blockbuster’s opening weekend come from premium formats,” Don Savant, former Imax executive and CEO of CJ 4DPlex, told TheWrap. Yet with Paramount’s “Top Gun: Maverick” coming this Memorial Day weekend, the best may still be yet to come for premium movie formats. As blockbusters have done the vast majority of the work in getting audiences back to theaters over the past year, premium large formats like Imax have reaped the benefits as fans of Marvel and James Bond pay top dollar to see their heroes on the biggest screen possible.
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