3D headache
I know that Hollywood is struggling to keep its profits up but do film makers really have to subject us to 3D versions of absolutely every movie released these days? It’s enough to drive me away from cinemas for good, the exact opposite of what they are trying to achieve with their 3D strategy.
The most annoying part of it all is that this is not the first time Hollywood has tried this 3D trickery, and it clearly hasn’t learned its lesson. I suppose that in an industry known for milking every last cent from consumers with bad sequels, it’s appropriate that Hollywood re-hashes past failures too.
In the 1950s the movie industry felt threatened by television (in the States, not here) and, fearing that the public would stay at home rather than buying cinema tickets, Hollywood made a string of 3D movies. The technology was rough but did offer something television didn’t.
Then in the 80s they did it again. The cardboard glasses with the red and blue lenses were a novelty, for a few minutes, but consumers quickly got bored of them and again the idea faded.
Wind forward 30 years and again Hollywood sees itself under threat. This time from the Internet, gaming and DVD sales. The solution? 3D, again. But this time with better glasses (not really better, just more robust, and expensive) and better technology.
The problem is that 3D is still not compelling enough. I’ve sat through a fair number of 3D movies recently, at the behest of children, and in most cases found the 3D effects to be more distracting than enhancing. The first time you see a dragon looming large from the screen is interesting, but it wears off pretty quickly.
What doesn’t wear off so quickly, though, is the extra money I paid to watch the 3D version. Right now I can go down to my local cinema and pay R40 to see Toy Story 3 in good old 2D. Or I can pay R60 and watch it in 3D. And cinemas now charge you extra for the 3D glasses as well.
Take a couple of kids to see a movie during the school holidays and you’re looking at close to R180 before you hit the popcorn and drinks. For that I can rent them a DVD every day for a whole week.
Perhaps instead of trying to convince me to part with ridiculous amounts of money to watch a movie in 3D, movie makers (and cinemas) should make movie-going a more affordable pastime. My kids would go to watch a film every single day if I could afford it. Instead, they are limited to just the occasional one and then it has to be a careful choice so as not to end up spending money on something dud.
There are many ways cinemas could attract bigger audiences through their doors, but charging crazy money for a few 3D effects is not the way.
3D the saviour of cinema? << Give your views
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