Richard Gelfond, the boss of IMAX, reckons customers have become picky. "People used to see something just because it was in 3D," he says. Now they ask how much pleasure the glasses will add. The explosive "Transformers 3″ did well in 3D; perhaps the 2D version was not sufficiently headache-inducing. The key to three-dimensional projects, then, is to put out hugely popular films with extraordinary special effects. Easy.
Friday, July 29, 2011
Do not forget to return your 3D glasses | David Bordwell
On average, if you were an exhibitor playing the film, you made more money if you showed it in 2D. A lot more. Even not being able to charge $3 extra.
Richard Gelfond, the boss of IMAX, reckons customers have become picky. "People used to see something just because it was in 3D," he says. Now they ask how much pleasure the glasses will add. The explosive "Transformers 3″ did well in 3D; perhaps the 2D version was not sufficiently headache-inducing. The key to three-dimensional projects, then, is to put out hugely popular films with extraordinary special effects. Easy.
Richard Gelfond, the boss of IMAX, reckons customers have become picky. "People used to see something just because it was in 3D," he says. Now they ask how much pleasure the glasses will add. The explosive "Transformers 3″ did well in 3D; perhaps the 2D version was not sufficiently headache-inducing. The key to three-dimensional projects, then, is to put out hugely popular films with extraordinary special effects. Easy.
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