Even with the 3D price premium...
In a remarkable twist of fate, one of the most anticipated 3D action flicks is not really doing it for moviegoers.
Green Lantern wasn't a flop by any means. Its opening weekend saw box office revenue of more than $53.4 million. But what is curious about that figure is the breakdown of 2D tickets versus 3D tickets.
According to research group BTIG, the latest DC Comics-inspired popcorn fest received 55% of its ticket sales from people who saw it in 2D. Only 45% of the revenue came from those paying for the 3D experience.
The end result in terms of actual viewers is that only 36.4% of Green Lantern moviegoers saw the 3D version. A whopping 73.6% of attendees went for the more basic 2D version.
This is the same scenario as Kung Fu Panda 2, which also saw a vast majority of audiences not willing to pay the 3D premium. And Kung Fu Panda 2 was available on more 3D screens than was Green Lantern. The former premiered on 3,979 3D-equipped screens, while the latter only hit 3,200.
So what does this mean for the future of 3D? This isn't just a fluke; it seems to be a trend at this point.
BTIG analyst Richard Greenfield summed up his group's take on the numbers, saying in a statement, "There simply is not enough demand domestically for most movies in 3D to have them occupy 4,000 3D screens. We sense U.S. exhibitors have already over-expanded their 3D-screen footprint."