By Sarah Sluis
If digital projection was a necessary upgrade for the new millennium, 3D was its poster girl. The immersive, cinema-only experience promised to bring in more viewers and keep the moviegoing excursion a special event. When James Cameron debuted Avatar in 2009, 3D was praised for its cinematic qualities—and naysayers who called it a gimmick were in the minority, at least for the time being.
Now, in 2013, 3D is no longer a novelty. The early highs when half—or more—of a movie’s opening-weekend gross came from 3D have largely subsided. Still, according to the Motion Picture Association of America (MPAA), half of all moviegoers saw a movie in 3D in 2012, and it seems likely that 3D presentations will continue to account for a slice of ticket sales, especially in the opening weeks. Plus, with recent technological advancements, moviegoers who do like 3D enjoy presentations that look better than ever.
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