The summer of 3D underperformance continues, with Warner superhero movie the latest to draw poorly in the format
Performance of 3D at the domestic box office didn’t get worse over the weekend, but it didn’t’ get any better, either.
According to research firm BTIG, the latest 3D tentpole, Warner’s DC Comics-inspired “Green Lantern,” garnered only 45 percent of its debut-weekend revenue from premium 3D ticket sales. ("Green Hornet" opened to $53.4 million last weekend.)
In terms of overall attendance, only 36.4 percent of ticket buyers for “Green Lantern” paid additional money to see it in 3D.
These percentages are identical to the last 3D film introduced into the market, DreamWorks Animation’s “Kung Fu Panda.”
However, according to BTIG, “Green Lantern” was only opened on about 3,200 3D screens in the U.S. and Canada, while “Kung Fu Panda 2” premiered on 3,979.
Wrote BTIG analyst Richard Greenfield: “There simply is not enough demand domestically for most movies in 3D to have them occupy 4,000 3D screens. We sense U.S. exhibitors have already over-expanded their 3D-screen footprint …”