The 3D fad, that started thanks in large part to Avatar, might finally be coming to an end. At least for IMAX.
IMAX has announced that it will be screening more movies in 2D only, rather than in IMAX 3D. Per THR, IMAX is planning to screen more films in 2D-only moving forward, citing a general lack of interest in 3D presentations from U.S. moviegoing audiences. Speaking to the decision undertaken on the behalf of the company, IMAX CEO, Richard Gelfond, remarked that the company, “Will play more digital 2D versions of Hollywood movies domestically, given a ‘clear preference’ from consumers for 2D in North America.”