Focusing on 3D, Fad or Future?

Austrilia’s TheAge.co.au reports that those who loathe 3D films – and there are many – will have taken great heart from news last week that the sector was expected to decline this year, for the first time since 2009. ”The initial excitement has dwindled,” a market analysis from ratings agency Fitch noted. ”Consumers are focused again on the overall quality of the film and are weighing the cost of a premium ticket versus a base 2D ticket.”

The Fitch Ratings analysis predicted overall box office in North America would drop slightly from last year’s record $10.8 billion, and 3D would be largely to blame.

But anyone hoping this is the beginning of the end should put the champagne back on ice: there’s a lot of life left in this ”fad”.