It is almost too easy to kick 3D technology after it has been thrust on consumers which have largely greeted it with a shrug of shoulders, but YouGov has given it a go anyway.
Having spent money on the myriad of crap films that have been released, be it Smurf or shark themed b-movies, the cinema going public has indicated that it doesn’t give two hoots about the technology.
As film critic Mark Kermode pointed out recently, even in the fifties it was the film studios who pushed 3D, not the audiences. And it seems that this is happening all over again. Even Sony has been realising this, and this week decided to stop supplying freebie glasses to cinema goers.
Apparently just one in five reckon that it is actually any cop at all. Makes you wonder if any industry insiders actually thought about asking the public before throwing so much money into 3D promotion.
47 percent of cinema goers thought that 3D at best makes no difference to the film being watched, or even think it made the experience worse. No matter what the film and TV industry say, watching a film with dark glasses makes the experience less enjoyable, and is only really merited if the 3D is jaw- dropping, which clearly is not the case most of the time.
52 percent of those polled said that they would in fact be more likely to wear them if they didn’t have to wear the annoying glasses.
Overall 41 percent feel that 3D is just a gimmick, which even the head of DreamWorks will readily agree.
One of the most important figures from the survey is that given the choice of seeing a film in 2D or 3D, under half would say that would rather three dimensions are better. Around the same amount said that they would be willing to shell out any cash for 3D privileges.
And even more damningly around half of those asked believe that the hype around 3D is likely to pass, indeed just as it did in the fifties and eighties. At this rate we should be due another revival in the future.
However there is no expectation that 3D will slope quietly off just yet. Only 16 percent reckon that they will see the end of 3D films in the next five years.
With plans to refit classic films such as Star Wars and Titanic with 3D, it looks like the industry hasn’t given up on floggin this dead horse just yet.