Apparently the entire film industry is sure that 3D is here to stay despite the fact that we only have truly a year of successes to base that conclusion on. So, of course, it makes perfect sense that a large chain of British theaters is preparing to $107 million into converting screens to digital projection for just that very reason.
Rupert Gavin, CEO of Odeon & UCI Cinemas in the United Kingdom, was speaking with BBC Radio when he announced that the chain felt that within three years, fifty percent of box office revenue will come from 3D films. This is why his company was choosing to invest so much money in the technology needed to properly project it.
To call this move premature would be an understatement. While films have dabbled with 3D over the past few years, it was of course Avatar that pushed the technology so far into the mainstream. Every film under the sun is now up for consideration of being shot in, or converted to, 3D, but that is certainly no guarantee that this is anything more than a fad. The film going public could fall out of love with this just as quickly as they fell into it when the novelty wears off. And considering the higher price charged for 3D tickets, we wouldn’t be too surprised to see people tire of it.
Personally, I have no desire to see anything in 3D as I have horrible eye sight and have no desire to strain my eyes that much. Apparently I will be watching a lot more films at home in 2D, and what a shame that is because there is something to be said for the theater going experience.
What say you? Is it too early for anyone to be investing this much in the future of 3D film releases?