Box Office Preview: Can ‘Transformers’ Reverse 3D Decline?
Will Paramount’s Transformers: Dark of the Moon — which begins its assault Tuesday night — become the year’s first mega blockbuster in the U.S.?
One thing is clear: The threequel will be the biggest referendum yet on 3D, which is showing sudden signs of fatigue in North America.
This past weekend, only 37% of the domestic grosses for Cars 2 came from 3D screens, an all-time low. Only a few months ago, a studio could count on 55% or 65% of the total gross coming from 3D.
STORY: Michael Bay Reveals How ‘Transformers: Dark of the Moon’ Was Shot in 3D
Taking no chances, Paramount and director Michael Bay have marketed the 3D aspect of Dark of the Moon as much as the movie itself, which returns Shia LaBeouf in the title role.