Reel Blog

3D – Ur doin' it wrong

Yours truly in Boxoffice on “the death of 3D“:

 It was just under five years ago that Disney released Chicken Little on an unprecedented 84 digital 3D screens, and look where we are now.

The sky is falling.

You could be forgiven for believing that if you’ve been reading recent articles in the trades or following the blog posts of Wall Street entertainment industry analyst Richard Greenfield. It seems that in the half-year following the spectacular 3D performance of Avatar ($749 million, an estimated 80 percent of it in 3D), we, as an industry, have blown it.

Read on.