With the gimmick appeal of 3D movies long over, even in key international markets where it feels played out, a difference of opinion between two key industry figures has popped up this week.
On the one hand there's celebrated filmmaker Alfonso Cuaron, a guy who has demonstrated fairly impeccable taste. So what's his take on why people aren't flocking to 3D like they used to just a few years ago?
"The problem now is that they make all these films that are not designed for 3D and then convert them as a commercially afterthought – and they are crap. They don't follow the rules of 3D of what does and doesn't work.
There are a handful of films that have used 3D in a proper way so it can be an amazing tool."
Speaking of tools, financial investors tend to be skittish when consumers don't behave the way they expect. Trying to placate the anxiously wealthy at a recent investor conference, RealD CFO Drew Skarupa suggested his solution for the flagging interest in 3D.
That solution? Encourage directors to shoot in native 3D, encourage studios to push 3D as a selling point again, and encourage exhibitors to dedicate more screens to 3D so consumers won't have a choice to opt out.