The total gross income generated by 3D films in the UK has fallen for the third year in a row, now down to 18 per cent for 2012.
Over the course of 2012, 43 films were released in 3D but only managed to generate 18 per cent of the UK’s gross box office revenue, down from 20 per cent in 2011 and 24 per cent in 2010.
Revenue generated by 3D films in the UK is showing a downward trend, even though a high number of blockbusters were released with a 3D viewing option.
Alex Stoltz, Head of Distribution at the British Film Institute, told Radio 4 that consumers were being more selective as to which films they wished to see in 3D.
“It does seem to be a bit of a slide… on different titles people are making different decisions,” said Stoltz.
“There were very successful films like Madagascar 3 and Brave, and only about a third of their total revenue came from 3D ticket sales.”
The Life of Pi managed to achieve great 3D success, with 79 per cent of its viewers opting against 2D. This figure equated to 3D viewings accounting for £19 million worth of its £24 million box office takings.
“Life of Pi was conceived and produced by Ang Lee, an auteur, and audiences can tell the difference between an authentic 3D film rather than a bolt on”, added Stoltz.
Marvel Avengers Assemble was the best performing 3D movie with a total gross income of nearly £52 million. £30 million of those takings was generated by people watching it in 3D.
The premium price of 3D movies is inevitably being taken into account when making viewing decisions, especially by families who need to economise on multiple tickets.
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