Cameron’s way
James Cameron’s second installment in the Avatar franchise has got moviegoers donning their blue and red lensed specs like it’s the heady days of 2009-10 again, with 3D screenings accounting for more than 56% of the sequel’s domestic box office sales.
The Way Of Water isn’t faring too badly overseas either, having overtaken another Cameron effort, Titanic, to become the third-highest grossing movie ever at the international box office.
3D pt. 2?
The first coming of 3D-mania, which really peaked when the original Avatar was released in 2009, promised a new era for moviemaking. It never really materialized. In 2019, 3D releases made up $6.5 billion in global box office revenue, or some 15%. While it’s difficult to compare recent box office figures with pre-pandemic earnings directly, on a relative basis 3D movies in 2021 made up less than half of the 2019 share, with a mere ~7% of total takings.
However, with 3D screenings costing more than standard showings, Avatar may prove that audiences are willing to cough up more for the right movie, seeing a trip to the cinema as a less-frequent, but more premium, experience. Luckily, America’s largest cinema chain, AMC, recently announced a ticketing initiative that’ll make the booking experience feel a little more like the live theater world. Moviegoers will be able to choose their seats, with more dynamic pricing depending on whether the seats have a good view, or if you’ll be craning your neck in the front row.
