Entertainment industry analysts came up with a phrase that explained flagging 2011 ticket sales: the "post-Avatar effect." Some blame can rightfully be leveled against James Cameron's blockbuster - its massive success doesn't happen in the industry every week, and an 8% drop-off in domestic 3D ticket sales since 2010 lends credence to a 3D bar set very high by the film. Indeed, future tries at hurdling that bar were attempted by filmmakers who possibly forgot to put on the glasses required to properly see it in the first place. With 3D films increasingly under scrutiny by experts who clamor that the trend is headed towards a crash, the latest response has been to place all bets on "Transformers: Dark of the Moon." But is that fair?
The third film in the highly successful series, "Dark of the Moon" received the inenviable task of single-handedly restoring interest in 3D by default: it's arguably the biggest film of the summer. A CBS news report went so far as to call conquering the massive expectations the movie's "biggest battle." Director Michael Bay even threw down the gauntlet himself. A New York Times article confirmed that Bay requested theater owners to display the 3D version a specific way to enhance the visuals and disregard the potential damage it could cause the equipment - a questionable request that's become increasingly common as tempers flare over just why 3D is in a rough patch.
It's too soon to say if "Dark of the Moon" is really the 3D savior some expect. Reviews are mostly better than expected for the movie considering its pedigree, but ticket sales aren't always reliant on glowing scores. Early reports placed the movie's day one box office performance somewhere between "unremarkable" and "good" - it opened well below the last entry "Revenge of the Fallen," yet 60% of theatergoers ponied up the extra cash to watch it in 3D. Not earth-shattering, but nearly double what the 3D version of "Green Lantern" pulled in.
And for those ready to hang their 3D hopes on the new (and final) "Harry Potter" movie due July 15th should "Dark of the Moon" fail to re-illuminate the medium, stop now. Pre-release ticket sales for "Deathly Hallows: Part II" lean more towards 2D than 3D.
What do you think about placing so much emphasis on a single film to justify 3D across the board? Should Hollywood start being more picky with the films it delivers in 3D? Let us know what you think in the comment section.
