Over the past year or so, we’ve been starting to see more and more doubt being cast on 3D movies as the format of choice for the average moviegoer. Although the Avatar craze initially ushered in the technology with a bang, the higher ticket prices and the lack of comparable films has caused public demand to drop off throughout 2011 and now into 2012. A recent U.K. survey found that only 30% of moviegoers believe that 3D improves the experience and even less think it is worth the inflated ticket prices. Interestingly, on the flip side, IMAX screenings for The Dark Knight Rises have been breaking records and fans generally seem to feel the extra money is well worth it. Could we be seeing momentum shift towards a different technology?
IMAX theatres can also do 3D, but it is the giant screen, high resolution image and enhanced sound that seems to be wowing audiences. This week it was announced that a remastered version of Raiders of the Lost Ark will play in IMAX and Steven Spielberg appears to be a big supporter of the format, even hinting that he may shoot his upcoming film Robopocalypse with IMAX cameras. It seems to me that the larger IMAX screen creates a noticeable, quantifiable difference, not something subtle like 3D, which means it is a difference that people are willing to pay a premium for. But is it just exciting because Christopher Nolan puts it to such great use? Would moviegoers still be as enthusiastic about it if every major film started to be released in IMAX or would it just become old hat? What do you think, would you like to see IMAX become the next big thing? Does it offer better value for your money than 3D? Give us your thoughts here on Open Forum Friday.