As the cost of viewing a film in 3D continues to rise within the United States, cost-conscious consumers are passing up the glasses when they visit their local theater.
Detailed in The Hollywood Reporter this week, attendance of 3D versions of films is dropping due to exceedingly high ticket prices and a lack of interest from the average American family. For example, the percentage of revenue that comes from 3D versions of Pixar films has fallen dramatically over the last two years. When Toy Story 3 was released, the opening weekend box office take was over sixty percent 3D viewings and the 3D revenue from the entire run was responsible for 56 percent of all revenue. Moving ahead in time, 3D revenue from the opening weekend of Cars 2 was 40 percent of the total revenue. Even more recently, 3D viewings during the opening weekend of Brave only accounted for 32 percent of all revenue.