Despite the clear push by the industry for more 3D, one analyst says that the technology may be hurting profits.
Higher ticket prices for 3D movies are often said to inflate the numbers, but it may have worked the other way with the latest 'Pirates' film. Though the majority of theaters that showed the film did so in 3D, only 38% of the film's revenue came from 3D showings.
Richard Greenfield, the analyst in question, says that if the movie had been split more evenly between 2D and 3D screenings, it could have made significantly more money. He also notes that pricing is still a big concern, as is trying to get small children to wear 3D glasses through a whole movie.
Greenfield closes his report with a no-nonsense statement that consumers would almost certainly agree with. "Focus on making consumer-desirable films rather than worrying about the technology."