Once upon a time, not so long ago, almost every visit to a film site would have you clicking through endless diatribes of the hotly debated views surrounding 3D cinema. Albeit hovering uncertainly in cinemas on and off since the 50s, it was Avatar in 2009 that essentially detonated the 3D explosion, with director James Cameron bragging that the film had been built from the ground up for over a decade with 3D in mind, and heralding new 3D technology to boot. It smashed box office records and wowed audiences the world over, breathing new life in to a cash cow that would soon have industry executives rubbing their hands with glee. But even after the initial hysteria around the new wave of so-called ‘RealD’ technology, the web remained awash with naysayers. In fact, by the end of 2010, following Avatar’s triumphant release only a year earlier, critics and pundits were already harbingering the decline and inexorable doom of 3D , and by the fall of 2012, 3D was widely regarded a dying format . Yet here we are, at the close of another year replete with 3D releases, and there is an unsettling, ominous silence. The detractors are mute, the fever has subsided – is it resignation or acceptance?
Back in October 2012, a reader poll in SFX found that 42.25% of respondents “hate” 3D, with a further 28% saying that they “can’t see 3D” or it causes them problems. Only 13.75% responded positively . Albeit a very specific sample and a year ago, the response still seems to bear true now: