Better days have come to 3D offerings, at least according to Cineworld Group, who said that its box-office take up has gone up in the final quarter of 2011 bringing in some much needed cash.
The FT reported that the rise helped to cope with losses in other 3D areas, such as the declining sales of 3D glasses and advertising space.
The former has seen a drop, as more cash-strapped cinemagoers made sure they brought their own pair of 3D spectacles before going to see a tridimensional film screening.
Cineworld is still probably smiling when looking back at the times of Avatar and the 3D boom which has pumped up box-office takings to 23 per cent, however 2011 proved to be tougher, as no content that would come close to Cameron’s smash hit was released throughout last year.
Philip Bowcock, chief financial officer, said:
“The general feeling from film buyers is that the slate for both 2D and 3D is better in 2012 than 2011.”
The cinema chain hopes that 2012’s 3D giants will be Men in Black, The Avengers as well as Spiderman.
He also predicted that the Olympic Games might convert potential cinemagoers into stay-at-home game watchers, coining the warmer season a “sofa summer”.