经济学人下载:3D电影举步维艰

This lucrative business is now looking flat. Despite rapid growth in digital projectors and 3D-capable screens, the proportion of total box-office spending that goes on 3D has dropped this summer (see chart). Four of the past five 3D blockbusters—“Pirates of the Caribbean”, “Kung Fu Panda 2”, “Green Lantern” and “Harry Potter”—made more money from 2D screens on their opening weekend than from 3D ones. That was true of only one widely released 3D film last summer, and none the year before.
这个获利丰厚的行业现在看起来似乎不大乐观。且不说数码投影仪以及3D功能屏幕的发展迅速，今夏3D电影的总票房比例也下降了。刚刚热映的五部3D巨片——《加勒比海盗》、《功夫熊猫》、《绿灯侠》以及《哈利波特》——上映第一个星期赚的票房更多来自2D影院，而非3D影院。去年夏天热映的唯一一部3D电影的时候，情形也是这样，前年就不会这么冷淡。

Richard Gelfond, the boss of IMAX, reckons customers have become picky. “People used to see something just because it was in 3D,” he says. Now they ask how much pleasure the glasses will add. The explosive “Transformers 3” did well in 3D; perhaps the 2D version was not sufficiently headache-inducing. The key to three-dimensional profits, then, is to put out hugely popular films with extraordinary special effects.
IMAX的老总Richard Gelfond认为消费者变得越来越精明了。“过去人们因为3D而选择3D。”他说道。现在人们会质疑这副眼镜能带来多大的愉悦感。巨作《变形金刚3》3D版很卖座，也许是2D版的画面不够震撼。这样说来，要让3D版盈利的关键，就是在那些备受欢迎的影片里加入更多特效。