The 3D market, faced with commercial difficulties, seems to have found a way of salvation: it was resurrected by Avengers: Endgame. At the same time, Avengers: Endgame would not have reached Avatar’s 3D rating, writes The Wrap.
This year, the MPAA (Motion Picture Association of America) announced in its annual report much good news about the box office in 2018, but not for the 3D glasses popularized by the launch – ten years ago – of Avatar.
Global revenues for this format, 3D, according to the report, were down 20%, to 6.7 billion (ie 2014 levels), after reaching quotas of over 8 billion. Then, Avengers: Endgame had an epochal first weekend, with $ 1.2 billion in revenue, tossing up 3D revenue as fans crowded the halls to watch the latest Iron Man movie.
Marvel fans, excited to see the Avengers fight Thanos’ evil intentions, have been pleased to pay the 3D surcharge, which has contributed to over $ 1 billion of Endgame’s total $ 2.79 billion in revenue. Thus, much of the premiere proceeds came from the 3D format. Thus, this year, Disney managed to be the first studio in history to gross $ 10 billion in the box office in a single year, and Endgame became a record for studios.