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Due to recent earnings, or the lack thereof, IMAX is moving away from 3D showings: instead, the brand will focus on 2D films like Dunkirk, which was shot on 65mm to take advantage of IMAX’s large screen size. Recent data shows that while the US box office manages to grow, 3D is declining: the format actually peaked back in 2010.
IMAX’s shift comes as the exhibitor missed badly on earnings during the second quarter of 2017, thanks to cinema letdowns like Transformers: The Last Knight and The Mummy. “Consumers in many markets are showing a clear preference,” said Greg Foster, CEO of IMAX Entertainment, on a conference call yesterday. “It’s apparent that the demand for 2D film is starting to exceed that of 3D in North America, and we’ll be looking to keep more of our films in 2D as a result.”
IMAX’s shift comes as the exhibitor missed badly on earnings during the second quarter of 2017, thanks to cinema letdowns like Transformers: The Last Knight and The Mummy. “Consumers in many markets are showing a clear preference,” said Greg Foster, CEO of IMAX Entertainment, on a conference call yesterday. “It’s apparent that the demand for 2D film is starting to exceed that of 3D in North America, and we’ll be looking to keep more of our films in 2D as a result.”