RG Specs

The sky isn’t falling, but theatrical 3D may be finding its natural water level.

That in an extra-dimensional nutshell is how film distribution execs feel about recent signs that the ratio of 3D-to-2D grosses for pics has settled into a range just below that marked by early 3D releases when the format was a consumer novelty. They scoff at the notion of “3D fatigue” floated in a spate of media reports while acknowledging pricing may have outpaced demand for some family pics.

Some first took note of the situation when Disney’s “Toy Story 3″ — which has rung up $635 million in worldwide boxoffice — opened last month with a studio-estimated 60% 3D contribution. Just a few months earlier, Disney’s “Alice in Wonderland” and DreamWorks Animation’s “How to Train Your Dragon” had rung up a lustier two-thirds of their boxoffice in 3D auditoriums.

via Film executives scoff at notion of ’3D fatigue’.