All the way back in 2009, eager studio executives eyed Avatar‘s $2.8 billion worldwide gross and gushed “I see you” to the film’s groundbreaking 3-D technology. A few months later, Alice in Wonderland became a $1 billion hit, and before Johnny Depp had even wiped the makeup off his face, the industry had decided 3-D would be its savior.
Fox, Paramount, Disney, and Universal collectively shelled out $700 million to help equip theaters with new projectors, and the number of 3-D releases jumped from 20 in 2009 to 45 in 2011. Perhaps most importantly, audiences proved willing to pay an extra $3.50 per ticket, so Hollywood made a point of “enhancing” every film into a “premium” 3-D experience. Oh, what a difference four years makes: 3-D box office receipts are taking a serious tumble these days, and audiences are increasingly opting for cheaper 2-D tickets. So how did the format fall so far so fast? READ FULL STORY