Cineworld finance director Philip Bowcock has hailed 3D films as “a fad with legs” after the cinema chain saw profits almost double on higher ticket prices.
Despite suffering a fall in customer numbers, the company drew hope from the individual success of 3D versions of The Avengers and The Amazing Spider-Man in the first half of this year.
In the past few years, the widespread use of 3D technology while making films has boosted and harmed the cinema industry, as customers were put off by higher ticket prices for seeing substantially more movies that were made in this way.
“Customers got wise to the way 3D was used,” said Cineworld’s chief financial officer Mr Bowcock. “But the right films will do well. 3D will keep going.”