"Avatar" after the hot-cool 3D movie audience that is not worth big money

(Reporter Shi morning dew), "Harry Potter" series of films last episode of "Harry Potter and the Deathly Hallows (the)" released this week in the North American market. It is noteworthy that, with "Harry Potter 7 (the next)," represented, more than Hollywood's summer box office is catching 2D 3D cinemas, which is from the "Avatar" set off a wave of 3D visual effects, the 3D army for the first time weak. After "Avatar" era, film producers have to focus on high-yield and time for 3D fashion, and the audience with their final selection for this stock "3D hot" poured cold water.

3D movie weakening momentum

2009 opened 3D wind precedent "Avatar", the 3D movie at the box office accounting for 85% of total box office. This year's "Pirates of the Caribbean 4: Jingtao strange waves", the 3D box office accounts for 47% of box office, most recently in North America aggressively "Green Lantern" 3D box office accounts for 45%. Considered higher than the 2D to 3D fare fare factor, the number of people watching 3D movies a more significant decline. "Harry Potter 7 (the next)," although not yet officially released, but the 3D version of the pre-conditions has shown weakness in the film the amount of pre-sale tickets 2D film quickly among the top five when the pre-sale list, 3D share has disappeared.

Intuitive 3D movie hot cool also reflected in the financial markets. Wall Street has been a loyal supporter of 3D film industry, but some of the recent 3D movies for the film industry, companies are not satisfactory and the stock price declines: one hit 3D animated DreamWorks Animation fell 18 percent, provide 3D glasses RealD technology equipment company fell as much as 24%.

Not worth the audience to determine

How cool 3D hot? Viewers have the final say, 3D version of the high ticket prices, but failed to provide the equivalent of viewing enjoyment, part of the film's 3D effects are not just redundant, and interfere with the quality of viewing, in addition to colorful, such as "Rio Adventure" This so heterogeneous, with existing technology to produce a 3D image texture generally dim. Many early films did not use in the production of 3D camera shot, but in response to the rise of 3D boom in post-production when transformed into 3D, this type of "pseudo 3D" movie was criticized the most. In addition, the comfort issues have to be considered, a considerable number of viewers that the cumbersome 3D glasses, glasses for the audience itself is tired, tired, plus, should the 3D effects can not make people "scared to Heaven", the majority of After the audience in the fresh enthusiasm that cost a lot to see 3D movies, "not worth it."

Cooling signal to be considered

In "Avatar," a big success, many believe that the film industry, 3D technology for the development of film art is revolutionary change, as black and white to color across. But after two years in the lively, 3D does not replace the 2D film into the mainstream, on the contrary, the audience is gradually lose confidence and interest in 3D movies. Is North America aggressively "Transformers 3" to be considered following the "Avatar", the 3D effect has an amazing movie. To ensure the "Transformers 3" screening effect, the director Michael Bay and even a special screening of the major theaters in North America sent a letter to members and ask them to adjust brightness of the projector's light bulb, "Save the 3D movie." But the visual effect is positive, while "Transformers 3" of the story is still widely criticized, "empty", "boring" and other harsh words without a break. Therefore, "Save the 3D film" not only focus on the 3D effect can be.

This year's release of "Kung Fu Panda 2" is also applied 3D technology. Shanghai to participate in the Seventh China International Animation Game Expo sub-venue film animation and creative investment of the General Assembly in Suzhou "Kung Fu Panda 2" produced one of the 兰迪多尔曼 but frankly, most 3D movies are "Fudge audience": "In our work within the team, all agreed that "Kung Fu Panda 2" as the first episode, the difference is not in 3D or non-3D, the more important story and plot. "3D for the film is" attached ", but can not change the movie itself On the contrary, the 3D effect for the film is bad or "cut points." North American market has given 3D hot "cool" the first one flare, for the Chinese film, it is worth considering that, when the technology has not been perfect, one after another into 3D is also the tide?