Pirates of the Caribbean: On Stranger Tides brought in another $8.3 million in ticket sales on Monday, but -- judging from the weekend receipts -- most of that haul was likely in just two dimensions. That's because the Johnny Depp-led film had the lowest percentage of grosses from its 3D screens for any non-family film since the release of Avatar in 2009. Is this the end of 3D?
Not exactly. Only 37 percent of the On Stranger Tides opening $90 million came from 3D screens (an additional 9 percent came from IMAX), which puts the film behind previous 3D loser Clash of the Titans; just 52 percent of the Titans opening weekend gross came from its hastily thrown together post-production 3D conversion.
Of course, all this proves is that audiences weren't champing at the bit to see On Stranger Tides in 3D, especially with 2D screenings so readily available. Despite 3D screenings accounting for 66 percent of the On Stranger Tides release, some 1,400 theaters were available for traditional showings. "Giving consumers the choice is very important in helping drive global box office," Disney executive vice president of motion pictures sales and distribution Dave Hollis told Variety. "There are some consumers who will gravitate toward 3D, and there are those that won't."
Those consumers that did gravitate? International audiences. 3D ticket sales around the world accounted for 66 percent of the $260 million. Which is a long way of saying that 3D is here to stay. It turns out director Rob Marshall's 3D crash course wasn't for naught after all!
ยท 'Stranger Tides' bows to 3D low [Variety]