By Lucy Tobin

Steven Spielberg’s 3D film The Adventures of Tintin took £25.5m in ticket sales around the world. And 3D is also entering Britain’s homes, via expensive TV sets. Proponents of the format claim it is the future of media viewing.

But, according to Owen Weetch, of the University of Warwick, 3D isn’t always worth the extra cash or spectacle-wearing and only some genres and films are improved by the format. “I started to investigate 3D cinema about six months before Avatar was released, when there was a great deal of advance publicity keen to tout 3D as the future of cinema, comparable to the introduction of sound or colour,” says Weetch. “I was interested in whether this would be the case, or if it would simply be ‘the emperor’s new clothes’.”

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