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3D in 2013: Exhibitors project on the future of cinema

By August 16, 2013Newswires

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.

Read the whole story here.

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