transformers: dark of the moon

Iron Man RealD 3D GlassesTHR wrote that even though the domestic box office earnings are at an all-time high, Hollywood is not smiling. In the same headline they noted of the dramatic slide of attendance of the 3D movie.

This worries “Hollywood” because they chose to bank on the 3D movie ever since 83% of Avatar‘s & 56% Toy Story‘s domestic gross came from 3D screenings.

There was money to be had in this new gimmick because even though Avatar destroyed box office records, at THAT time, it was only the 26th most viewed movie. Today it’s the 5th most viewed movie of all time. Yet this year only 32% of Brave‘s & 38% of Madagasacar 3‘s monies came from 3D screenings.

Some studio execs believe people are getting more selective on what they spend money on at the movies while other studio execs seem more in tune with the issue saying movie ticket prices are too high.

Thor in 'The Avengers' in 3D packed the HouseWhat Hollywood is worried about is valid. Sure, this is a record-setting year, but that’s because of The Avengers and The Hunger Games. (Thor brought it to the enemy with Meow-meow!!!) Meanwhile, everything else is floundering… compared to their expectations.

Theater owners seem (IMHO) blind to the issue and don’t believe that ticket prices are the issue. I am not surprised they would say that, being that ticket prices are what they live by.

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