Eight years ago James Cameron’s “Avatar” made everybody want to hop onboard the immersive 3D train. These days, studios and audiences can’t seem to get away from the tech fast enough.
During an analyst call this week, IMAX Entertainment CEO Greg Foster revealed that with their own figures showing U.S. moviegoers want less 3D movies, they’re phasing the glasses out (or at least down).
He says: “The demand for 2D films is starting to exceed 3D in North America” and that audience have shown a “clear preference” for 2D – at least domestically. This means more and more sessions will be 2D only.
This will be implemented fairly quickly it seems with October’s “Blade Runner 2049” for example reportedly only going to be shown in 2D in IMAX cinemas.
They also say they intend to shorten the length of play they will give films, with more movies set to play for only one week on the company’s screens. Those that use IMAX cameras during production, ala “Dunkirk,” will understandably get preferential treatment.