No surprise that since Avatar redefined the “pinnacle” of 3D cinematography, the overwhelming majority of 3D content to come out since then has been pretty lackluster.  Over at Hollywood Reporter they talk to Pixar’s Dreamworks’ Jeffrey Katzenberg on the recent poor 3D ticket sales to get his opinion:

I think 3D is right smack in the middle of its terrible twos. We have disappointed our audience multiple times now, and because of that I think there is genuine distrust — whereas a year and a half ago, there was genuine excitement, enthusiasm and reward for the first group of 3D films that actually delivered a quality experience. Now that’s been seriously undermined. It’s not in any fashion, shape or form the demise of 3D, but until there are 3D experiences that exceed people’s expectations, it’s going to stay challenged. (He predicts Michael Bay’s Transformers: Dark of the Moon will exceed expectations.) It’s really heartbreaking to see what has been the single greatest opportunity that has happened to the film business in over a decade being harmed. The audience has spoken, and they have spoken really loudly.

I agree with him 100%.  I was amazed to hear that one of my local theaters sold out of 2D showings to the final Harry Potter film, leaving 3D tickets unsold.  People are just unwilling to pay the extra premiums for fancy effects that typically add nothing to the film.

Update 7/19 10pm: Dreamworks, Duh.. don’t know how I screwed that one up.

via Jeffrey Katzenberg on the ‘Heartbreaking’ Decline of 3D (Exclusive Q&A) – The Hollywood Reporter.

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