Grav­ity keeps spec­ta­cles afloat at the box of­fice

The Irish Times - Friday - The Ticket - - NEWS - dclarke@irish­

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

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