Disney is counting on James Cameron’s sequel to resurrect a formula that had been written off by consumers fed up with cash-grab conversions: “Warming up 3D must be done with care and consideration.”
Beyond the Marvel film’s remarkable $449 million worldwide opening weekend (including $187 million domestically), the juxtaposition of an exclusive in-theater teaser trailer for James Cameron’s long-awaited Avatar sequel with Doctor Strange in the Multiverse of Madness proved a crucial occasion. Nearly 10% of moviegoers in North America paid an extra 20 to 30% for a 3D ticket, an unheard-of increase for a format that many had written off even before the COVID-19 catastrophe.
The move from film to digital projection technologies enabled the most recent generation of 3D. Starting with Disney’s Chicken Little in 2005, there were some early digital 3D releases for the restricted number of compatible auditoriums. With Monsters vs. Aliens in 2009, DreamWorks Animation gets the 3D treatment, thanks to format advocate Jeffrey Katzenberg.
Consumers are also ready to pay a large premium for premium 2D formats like Imax, which helps. The demand for these formats has grown throughout the epidemic, with 36 percent of the opening weekend of Doctor Strange 2 being spent on them.
In the lead-up to Avatar 2, Disney is releasing 3D versions of its major films, including Pixar’s Lightyear this summer. In addition, Universal’s July tentpole Jurassic World: Dominion will be heavily promoted in 3D.
In other parts of the world, the format remains quite popular: 3D accounted for 45 percent of the opening weekend box office in Brazil for Doctor Strange 2. In Germany, the figure was 50%.
Theater owners aren’t opposed to a 3D comeback since it increases their profits. “When done effectively, 3D is a feasible choice, but it must be an integrated part of the storytelling,” says Patrick Corcoran, vice president and chief communications officer of the National Association of Theatre Owners. “It isn’t the panacea for all problems, but it can’t be overlooked.”
