Are Moviegoers Suffering From 3D Fatigue, Or Do Theaters Need More 3D Screens?

B. Riley & Co analyst Eric Wold favors the second part of the equation, but says consumer pushback may also account for the disappointing 3D ticket sales that just led him to downgrade tech company RealD to “neutral” from “buy.” That contributed to a 6.2% drop in the company’s share price in early trading. Wold notes that 3D accounted for 31% of the domestic box office for Disney/Pixar’s Monsters University this weekend, making it “the lowest of any animated title in history” behind Brave‘s 34%. And Paramount’s World War Z, with 34% of box office from 3D, was “the lowest of any action movie in history” after Paramount’s Captain America with 40%. These aren’t blips: The 3D domestic attach rates (the percent of total box office) “have been stabilizing in the 30%-45% rate — which, unfortunately, has become a trend” with all movie genres, Wold says. Consumers may be fed up paying an extra few bucks for 3D, although Wold notes that “we are not seeing this with IMAX screens.” (more…)

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