Finally, IMAX is Moving Away From 3D Films Because Audiences Prefer 2D

Movie IMAX by Joey Paur

I'm not the biggest fan of 3D movies. There's only a handful of 3D films that I've actually thought was really cool. But, for the most part, studios are releasing 3D movies to charge audiences an extra fee. I won't pay for a 3D movie as long as I have the choice not to.

My preferred movie going theatrical experience is IMAX 2D. Have you seen I Christopher Nolan's Dunkirk in IMAX? Holy shit... it was amazing! That's the perfect example of how I like to experience my movies! 

IMAX has finally noticed that 3D movie screenings are an unnecessary cash grab gimmick and they are now starting to move away from 3D screenings. Moving away from 3D films is also part of an effort to rejuvenate the business because they apparently had very disappointing second-quarter earnings. 

IMAX Entertainment CEO Greg Foster talked about the success of Dunkirk and says that consumers in North America have a “clear preference” for IMAX 2D screenings of movies:

“It’s worth noting ‘Dunkirk’ was showing exclusively in 2-D, which consumers have shown a strong preference for… The demand for 2D films is starting to exceed 3D in North America.”

As they move forward with their plans to ditch 3D movies, they've already announced that Blade Runner 2049 will only be screened on IMAX screens in 2D. If you want to see these big movies in IMAX, though, you've gotta be quick because IMAX also plans to play movies for only one week on its screens to drive more revenue from its theaters. IMAX CEO Richard Gelfond said:

“We intend to shorten the length of play that we allot many films, which helps keep the content on screen fresh."

That's a smart move that makes sense. I'm surprised they weren't doing that sooner. Will this movement be the first step to finally bringing an end to 3D movies? Or do you think the studio will still push them on us?

Via: /Film

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