Stay up to date with notifications from The Independent

Notifications can be managed in browser preferences.

IMAX to show less movies in 3D as it realises cinema-goers don't want it

It's shifting its focus from 3D back to good old 2D

Christopher Hooton
Thursday 27 July 2017 12:28 BST
Comments

Your support helps us to tell the story

From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.

At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.

The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.

Your support makes all the difference.

IMAX appears to have cottoned on to the fact that 3D isn't necessarily the future, saying it "looks forward to playing fewer 3D versions of films".

Following the release of disappointing second-quarter earnings on Wednesday, IMAX Entertainment CEO Greg Foster told The Wrap that it will cut back on 3D screenings in the hope of attracting more customers.

“It’s worth noting [Christopher Nolan's new film] Dunkirk was showing exclusively in 2-D, which consumers have shown a strong preference for," Foster said.

“We’re looking forward to playing fewer 3-D versions of films and more 2-D versions."

A record 68 3D films were put out by Hollywood last year but, according to MPAA, there was an 8 percent drop in 3D film attendance.

Blade-Runner 2049, one of the autumn's biggest films, will be shown exclusively in 2D at IMAX theatres.

While 3D may not be the future, IMAX remains committed to/convinced by VR, recently opening its first virtual reality facility which is kitted out with VR devices.

Follow Independent Culture on Facebook.

Join our commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in