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5 Reasons Summer Blockbuster Movies Are Failing at the Box Office

Ever since Avatar showed how much extra money can be made through added 3D ticket pricing, studios have been pushing unnecessary 3D upgrades onto films that would have been just as good (or even better) in 2D. Previously, we've addressed the biggest misconceptions about 3D, and while the quality of 3D post-conversion has improved (The Avengers) along with a filmmaker's ability to do something interesting with the premium format (Life of Pi), plenty of 3D films do not deliver on the additional investment by consumers. For years, studios have been able to mitigate expected losses on a potential box office underperformer by adding post-conversion 3D - under the assumption that they'll make more money in 3D surcharges than they will be paying to have the film post-converted (increasing their overall net revenue).

However, duped by a number of underwhelming 3D experiences, coupled with the already high cost of movie tickets (and concessions), moviegoers are becoming more selective about which films are worth the cost of 3D pricing and which ones will be just fine in 2D. As a result, certain movies are actually losing money on 3D production costs (whether post conversion or native 3D filmmaking), making a potential box office bomb even more costly - should moviegoers overwhelmingly opt for 2D viewings of a film that's already struggling to find an audience (and box office dollars).

It's unlikely that 3D filmmaking is going anywhere but there's no doubt that certain moviegoers are beginning to experience 3D fatigue - meaning that, moving forward, there's a greater burden on studios to make sincere decisions about which movies will deliver worthwhile return on 3D investment for both the studio and the consumer.

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