It wasn't so long ago that Hollywood seemed to be on the brink of a 3D revolution. Avatar raked in a whopping 80 percent of its record-breaking box office gross through 3D showings, sparking a trend that led to 40 planned 3D releases in 2011. But then, increasingly, audience members began turning their noses up at 3D glasses. They complained of 3D's less sharp picture quality, shaky effects that cause headaches and nausea, and skyrocketing ticket prices. Indeed, this summer's first four major 3D releases— Pirates of the Caribbean, Kung Fu Panda 2, Green Lantern, and Cars 2 — all failed to earn at least half of their gross through 3D ticket sales. And then, this weekend, the new Transformers' record-breaking opening (it raked in $181 million domestically since opening last Tuesday) boasted 60 percent of its gross from 3D. Reviewers called Michael Bay's use of 3D "incredible." Has Transformers 3 breathed new life into 3D filmmaking?
Transformers is the exception. Audiences are sick of 3D: Bay's film proved that 3D can be "fabulous," says Betsy Sharkey at The Los Angeles Times. But his "visually immersive and explosive" film begged for the 3D treatment; too often, however, there's no reason for the technology. The decision to go 3D is an increasingly commercial one, resulting in films like Thor — "which looks neither better nor worse with 3D" — or Pirates of the Caribbean, which became "dark and claustrophobic" in 3D. As Hitchcock's Vertigo or 2007's Paranormal Activity shows us, the audience's imagination is the number one filmmaking tool. "No glasses required."
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