“Avengers: Endgame” couldn’t have reached “Avatar” without 3D, but is the format recovering from a big drop in revenue in 2018?
The struggling 3D movie market may have found an antidote to its continued downward slide — Disney.
Earlier this year, the Motion Picture Association of America’s annual THEME report had plenty of good news from the 2018 box office, but not for the 3D glasses popularized by “Avatar” a decade ago. Global grosses for the format, according to the report, dropped 20% year-over-year to $6.7 billion, falling back to 2014 levels after three consecutive years above $8 billion.
Then “Avengers: Endgame” had its historic $1.2 billion opening weekend back in late April, bumping up 3D ticket sales as moviegoers flocked to theaters to watch Iron Man’s swan song. Marvel fans, excited to see how the Avengers would undo Thanos’ acts of evil, paid the premium 3D surcharge, which accounted for more than $1 billion of “Endgame”‘s record $2.79 billion global gross, with 53% of its global opening coming…
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