3D failing at the US box office

3D failing at the US box office: "Good news if, like me, you don't like 3D movies at the cinema: two of the summer's 3D blockbusters have proven far less successful at the US box office than expected - could the awful sunglass experience be on the way out? According to Entertainment Weekly:

The last two weeks will not go down as 3-D’s greatest moment. First there was Pirates of the Caribbean: On Stranger Tides, which earned just 46 percent of its $90.2 million opening from 3-D showings. That was the second-worst 3-D debut — on a percentage-of-gross basis — since November 2008. And then Kung Fu Panda 2‘s three-dimensional screenings could muster only 45 percent of its $60.9 million opening. For both films, nearly two-thirds of moviegoers opted for the 2-D version. Depending on who you ask, that’s either an indication that audiences are starting to reject 3-D cinema, or simply a blip in 3-D’s otherwise promising future. But Wall Street investors aren’t liking what they’re seeing, causing shares of the leading 3-D technology company RealD to tumble 26 percent the last two weeks.

Of course there may well be other factors influencing audiences (both films are sequels, albeit with reviews that promised 'a bit better than the last one') but it would be great to see cinemas in the UK at least giving us the option of 2D showings for some of the better films foisted upon us as over-priced 3D.

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