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3D Mania Shows Signs of Fatigue


For moviegoers, the thrill of 3D may be fading

Since the release of Avatar, consumer interest in three-dimensional films has fallen vs. their 2D versions. One reason: Consumers resist the $3.50 ticket premium for 3D, except for highly anticipated blockbusters.

Avatar, released 12/18/09

3D Share of total box office: 80%

Alice in Wonderland, released 3/5/10

3D Share of total box office: 65%

How to Train Your Dragon, released 3/26/10

3D Share of total box office: 67%

Clash of the Titans, released 4/2/10

3D Share of total box office: 52%

Shrek Forever After, released 5/21/10

3D Share of total box office: 62%

Toy Story 3, released 6/18/10

3D Share of total box office: 57%

The Last Airbender, released 7/1/10

3D Share of total box office: 54%

Despicable Me, released 7/9/10

3D Share of total box office: 45%

Data: Box Office Mojo, The International 3D Society, Bloomberg Research

White is a reporter for Bloomberg News.

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