Amidst the box office reports doing the rounds proclaiming that Marvel and James Gunn’s latest film, Guardians Of The Galaxy Vol. 2, has made a lot of money (it has, and I’ll come to that shortly), there’s a little factoid hidden away. And that’s that its 3D returns, around the world, are really quite substantive.
For some time now, it’s been the case that 3D box office takings are nowhere near what they were (even heavy backers of 3D, such as former DreamWorks Animation chief Jeffrey Katzenberg, admits that the film industry blew the opportunity that he thought 3D presented), and there’s a general feeling that the bubble burst. But in its announcement of its box office takings, Disney has revealed that 41% of ticket sales for the film have ben for the 3D version. That also takes in the IMAX sales too, as IMAX screenings were in 3D.
To put that into recent context. Disney’s recent Beauty & The Beast movie brought in around 26% of its opening in 3D sales, while Star Wars: Rogue One – one of the more impressive recent 3D performers – had 38% of its opening sales from 3D viewings.
China is one of the reasons for the fresh boost in 3D, too. 99% of Guardians Of The Galaxy Vol. 2 tickets in China were for the 3D version. But it’s not just there: 80% of tickets to the film in Germany were for 3D as well.
I do wonder if people are more spending the extra for IMAX, and if that’s the real attraction that’s encouraging people to fork out a premium. Either way, the 3D number is on the up.
Guardians Of the Galaxy Vol. 2 has now, off the back of its US opening over the weekend, made $425 million worldwide and counting. It opened to $145 million of business in America, and it’s now playing in cinemas around the world. In 2D and 3D.