Digital 3D is a key element of the modern cinema offer.
Modern 3D is fundamentally different from the 3D cinema audiences have seen in the past. Digital technology allows the right eye/left eye images which create the stereoscopic effect to be matched perfectly in every frame, eradicating the previous problems caused as the brain needed to work harder to make sense of the two images, leading quickly to tiredness and even nausea on the part of the viewer.
Digital 3D has attracted the foremost creative talents of our age – James Cameron, Steven Spielberg, Peter Jackson, Ang Li and Martin Scorsese amongst them.
A key tipping point for 3D cinema was the release in 2009 of James Cameron’s Avatar, at the time the highest grossing global film of all time, earning almost $2.8 billion worldwide. Subsequent highlights have included Life of Pi, Hugo and Gravity.
It is recognised that 3D is not right for every film, but where it is fully embraced by the director and done well, it can offer a truly fantastic experience. This is recognised in the high level of conversion of screens to 3D – over 40 per cent of screens are capable of showing films in this format.
In terms of market share, in 2015, over 50 films were released in 3D, accounting for around 10 per cent of total UK and Ireland box office. Six of the top ten films in 2015 were available in 3D.