Erm...maybe!
I refer you to this which I copied and pasted onto the thread about Shrek 4.
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Shrek Forever After debuted far, far below the mighty starts of some of its predecessors, grossing an estimated $71.3 million on approximately 9,500 screens at 4,359 locations, which was the broadest launch ever for an animated movie.
Shrek the Third still holRAB the record for highest-grossing animated opening with $121.6 million, followed by Shrek 2 at $108 million and The Simpsons Movie at $74 million. Shrek Forever After ranks fourth on that list, although, in terms of estimated attendance, it would barely make the Top 20.
Audience erosion was to be expected for Shrek Forever After, given the historic difficulty in maintaining attention for a blockbuster franchise over time combined with the mixed reception for Shrek the Third. However, opening 41 percent lower than last movie despite the 3D ticket price boost was alarmingly severe. In terms of attendance, the slip was even more extreme: down 59 percent.
Shrek Forever After played at a record number of 3D sites (2,373), which accounted for 61 percent of business. Included in that was a record IMAX site count (194), and IMAX made up seven percent of the gross. The 3D and IMAX ticket price premiums added around $13 million. That means Forever After may have had the least-attended opening yet for a Shrek movie. Though the first movie's debut was the lowest-grossing at $42.3 million, that was the equivalent of an estimated 7.5 million tickets or more than Forever After's estimate.
Though redubbed "The Final Chapter" by its marketing, Shrek Forever After came off as just another Shrek to moviegoers. Pushing an alternate version of the characters amounted to a fantasia on the franchise, but it didn't appear to move the story forward, appealing mostly to the core audience and few else. The campaign banked on 3D to give the movie extra kick, but 3D is not a draw in and of itself. It's shown to be mostly a revenue enhancer, and the movies themselves are the real attractions. If a movie doesn't seem special like Forever After, the 3D price premium may even be a deterrent.
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There was negative comments about the 3D in Alice in Wonderland and Clash of the Titans (yes I know it wasn't filmed in 3D) and now an established film such as Shrek hasn't had the wow factor with 3D.
Peopel got caught up in the hype and sweep with Avatar. Already the novelty is starting to wear off and people are more interested in is the film an event and one I want to see regardless of the 3D.
3D is a novelty/gimmick and will remain a novelty/gimmick until they stop making a big deal about it.
They don't market a film saying coming soon a movie with a running time of 114 minutes. They don't market a film saying coming soon a movie filmed entirely using outdoor locations.
They don't promote a film with coming soon a movie with orchestral scores.
Once they stop puting 3D in the title and stop promoting that it's being made in 3D then it can start to be considered as being the norm and not just a gimmick to get people to see the film.
A while back they announced the next narnia film and Gullivers Travels are in 3D. Shouldn't they be promoting it as coming soon an epic cinematic experience? coming soon the blockbuster of the year. For me if they are saying coming soon 3D I wonder what aren't they telling me? We've seen the film, it's good, it;s really good but if it wasn't for the 3D it's only average or ok.
It's like the way Sky are promoting HD.
Get Sky we have HD this and HD that. The programmes are all the same that we been showing the last few years and the majority of the channels show a load of shit that hardly anyone bothers to watch, but the HD stuff is incredible so sign up and get Sky HD.