Is 3D films format increasing?

Eight months ago, James Cameron’s sci-fi epic Avatar burst onto the screen in three dimensions, becoming the highest grossing film of all time. Buoyed by the success of Avatar, Hollywood movie studios fell over one another to produce more such films. While films that were just being planned got the nod for 3D versions, movies that were already filming or in post-production also joined the 3D bandwagon through conversion.
But now, with the tally of films released in the new format expected to reach 22 by the end of the year, there are signs that 3D may not be the panacea for falling ticket sales.According to trade reports, the proportion of cinema-goers who opt to see new films in the 3D version has fallen over recent months, with more opting to watch them in traditional and cheaper formats. While Avatar had around 70 per cent of cinema-goers opting for the 3D version over the traditional format during its opening weekend, How to Train Your Dragon saw just under 70 per cent preferring the 3D format, while Shrek Forever After was down to 61 per cent. Only 56 per cent saw The Last Airbender in 3D, while Despicable Me only drew 45 per cent.
Trade pundits believe the reasons for the fall are higher ticket prices for 3D films and rushed conversions. “While Avatar was shot for 3D, films like Clash of the Titans and The Last Airbender were hurriedly converted. It will only get worse, as movies like the final installment in the Harry Potter franchise will only have certain scenes in 3D. Movie-goers will have to shell out more for those few moments of technology,” says trade specialist Atul Mohan.
Film editor Ashmith Kunder says the trend can be attributed to the technology itself. “Converting 2D films to 3D is very expensive, but can be done quickly, allowing studios to release the film on schedule. But the trouble is that this results in murky pictures,” he says. This is an issue that film critic Roger Ebert repeatedly brings up in his reviews of 3D films. After seeing director M Night Shyamalan’s The Last Airbender, Ebert said it “looked like it was filmed with a dirty sheet over the lens” and added that Hollywood’s infatuation with 3D was just an excuse to add surcharges to already expensive cinema tickets.
James Cameron himself is aghast at the developments in the industry. “It’s absolutely the wrong way to go,” said the director, “It’s a knee-jerk reaction to the gold rush and studios want to jump in on it. The studio makes the decision and hands it to some company to process it through a sausage grinder and come up with some kind of faux 3D, or a 2 1/2D mess.”
(With inputs from agencies)
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