Avatar at 10: What happened to the 3D box office boom? Avatar10YearAnniversary
’s dazzling sci-fi epic was the first film to cross $2 billion worldwide and spent a decade as the highest-grossing movie of all time until “Avengers: Endgame” defeated its historic run this July.
Over 80% of ticket sales for “Avatar” came from 3D and premium formats. The unique demand to see “Avatar” in the best quality possible left executives scrambling to find their own 3D hits. But there was trouble in paradise, and not just of the Quaritch variety. “Certain studios took the time to make high-quality 3D films, but some films that were put into 3D were garbage. As a result, not all 3D was created equal,” says Eric Handler, a media analyst with MKM Partners. “There was a lot that people didn’t want to pay a premium for anymore.”
There’s confidence in the industry that daring to push cinematic boundaries will keep ticket buyers coming back to their local movie theater. That’s partially why critics and audiences alike fell in love with “Gravity” and “Life of Pi,” films that benefited from the immersion that 3D can offer.
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