Gravity keeps spectacles afloat at the box office
It seems as if we’ve been charting the rise, fall and rise of 3D since about 1956 or so (and, in a sense, we have) .
Last summer, we were told that the process was on the way out. Turbo, Wolverine and World War Z all played better in the flat format.
Now, it looks as if Gravity’s spectacular performance in this area – 80 per cent of its box-office haul was from 3D screenings – has swung the pendulum back again. Edge of Tomorrow and Godzilla registered about half their takings in the glasses-on format. This contrasts with a meagre 34 per cent for World War Z and 30 per cent for Wolverine.
“You can’t overlook ‘ Gravity’s’ impact,” said Eric Wold, a top market analyst, told Variety. “Gravity doing what it did got people to think about 3D differently, and it got some people to come back after having a bad experience.”
It’s a tricky issue. Punters do complain about the added cost, but the experience does still make a trip to the cinema seem “special”. “When a studio sets the tone that a film is meant to be seen in 3D, moviegoers respond,” Michael Lewis, CEO of the 3D provider RealD, noted.
“When a film-maker explains how they envisioned the film in 3D and the benefits of seeing the film in 3D, moviegoers have better context when buying tickets.”
Expect Transformers: Age of Extinctions to explode in its bumpy version.
Transformers: now bumpier