3D film lost its movie studios need to re-adjust its strategy

3D movies were retired

According to the U.S. "The New York Times" recently reported that Hollywood cashing in full 3D wave movie seem retired, at least for the U.S. film old gourmand who is so, even if Hollywood bigwigs are still inexhaustible energy left to processing and launch a bells and whistles and a 3D movie, can not stop the momentum of its decline, the film's bigwigs need to re-adjust its strategy.

3D movie audiences began to say "no"

Last week, the Walt Disney Company spent approximately $ 400 million production and marketing of the movie "Pirates of the Caribbean 4: The waves" in the North American box office took a plunge, thus, began the wave of fear swept through Hollywood. Box office movies, 3D films are generally accounted for 60% of the total box office, but "waves" of the 3D box office is only 47%. BTIG financial services analyst Richard Greenfield of the "waves" in a careful analysis, wrote: "U.S. consumers began to 3D movie say 'no'."

Although the District does not produce a film of a trend, but the Hollywood bigwigs had high hopes at the box office is dismal, the 3D film, this is tantamount to worse. Paramount Pictures released by the DreamWorks animated film "Kung Fu Panda 2" grossed just three days before the $ 53.8 million, according to Paramount said, 3D box office only 45%.

Analysts pointed out, 3D movies high fares to discourage consumers; In addition, wear glasses, watch movies fresh new vigor warming is deadwood. However, more than that, there are other deeper issues: 3D movies can really "Avatar" and "Alice in Wonderland" and other large and successful release of "waves", but it can not be for those who tried to use their medium to make more money the movie "icing on the cake", or even to weaken the momentum.

"The audience is very smart." Imax Filmed Entertainment president Greg Foster, the company said: "When they smell something more innovative, they will soon Coushang."

The whole situation is more complicated, 3D film in North America and abroad do not behave like clouds of mud. If the sluggish performance in the domestic box office, then in the international arena is the opposite of triumph, because people of other countries in the world, this style is very novel. Indeed, despite the dismal box office in the country, but the 3D image filling the "waves" in the first week abroad as much as $ 256 million box office; Walt Disney Company to count the money side, while grin, said: This is the highest ever first week of screenings International box office.

Attempting to use 3D movie to revive reputation

First half of 2011 movie box office market in the doldrums, compared with last year, total revenue decreased 9 percent; attendance dropped by 10%. Gates of fire, adverse impacts associated home entertainment sales in a depressed state. Digital entertainment company data, including pay-video and DVD, including the frequency of various forms of entertainment revenues are shrinking, home entertainment revenues decreased by 10 percent.

In the first quarter, the movie rental market is collapsing, down 36%, a decrease of about $ 440 million for affordable rental stores and pay full benefits of ratings make sense. In addition, sales of CDs to reduce packaging by 20% to $ 220 million, despite the nice view video on demand side, sales volume is growing, however, was less than a quarter of total sales.

Recently popular Hollywood movies rely on animation at the box office is plunged low, Fox released "Rio Adventure", Paramount released "Lango" and Universal Pictures release of "jumping rabbit," the total box office do not add up to the same period four years ago and DreamWorks release "Shrek 3" at the box office.

In view of the first half of the film box-office doldrums, contemplating with the 3D Hollywood movie out of the woods. May to September of this year's summer movie season will have 16 movies in 3D format on the market, more than doubled last year. The most anticipated films Paramount Pictures release "Transformers 3: Black January when" and Warner Bros. launched the "Harry Potter 2: Harry Potter and the Deathly Hallows."

Now it seems that "Kung Fu Panda 2" seems to be the year's most sensational, the most eye-catching animation; However, it must perform better than the previous one to beat last year's box office champion "Shrek 4", the latter The total box office of $ 238.7 million.

Need to adjust the strategy

Production company's film industry bigwigs need to adjust their recognition of 3D strategy. Although the "Kung Fu Panda 2" are strong, and production company excellence, the film looks, better quality, and to overcome the previous existence of glasses are not suitable for little face population problems. But most of the film, such as "waves" and so may still benefit through the traditional way.

Greenfield said: "The audience tends to see a serious two-dimensional movies, 3D movies at the box office is still sluggish, mainstream film company is expected to re-adjust their end of the year and the 2012 release of 3D programs."