[Philip Lelyveld comment: this is a lengthy, comprehensive, and critical critique of the current state of the 3D experience in theatres and on personal devices.]

[Excerpt]

As 3D really took hold in the wake of the release of Avatar in December 2009, we got used to hearing that roughly 60% of a blockbuster’s income came from 3D. This summer the figure has hovered around 40%. Both figures are highly misleading. How much does 3D really bring in? …

Let’s look at the major 3D films out so far this year in terms of percentages of gross vs. percentages of theaters:

Film:  Release Date (% of BO from 3D /  % of locations showing 3D)

Green Hornet: January 14 (69% / 75%)

Gnomeo and Juliet: February 11 (58%  / 60%)

Rio: April 15 ( 58% / 68%)

Thor:  May 6  (60% / 69%)

Pirates of the Caribbean: 4: May 20 (46% / 66%)

Kung Fu Panda: 2 May 26 (45% / 69%)

Green Lantern: June 17 (45% / 71%)

Cars 2: June 24 (37% / 61%)

Transformers: Dark of the Moon: 3 July  (60% / 70%)

Captain America: July 22 (40% / 68%)

Opening weekend only : Harry Potter and the Deathly Hallows: Part 2: July 15 (68% / 71%)

…

“3D is just one of an onslaught of features that end up on a phone even if people don’t ask for it,” said Maribel Lopez, an analyst at Lopez Research. …

If executives keep offering rationalizations and suggestions that we look to the future instead of the past, maybe we can conclude that 3D is officially in a slump.

Read the full article here: http://www.davidbordwell.net/blog/2011/07/27/do-not-forget-to-return-your-3d-glasses/print/