When Avatar was shown to viewers in commercials, it was heavily advertised as a 3D experience taking place in a theater near you. If you have had the opportunity to visit an amusement park, there are many rides that include a 3D feature requiring you to put on glasses in order to experience the spectacle. With that in mind, the idea of Avatar in 3D enticed a large percent of the population and caused people to flock to the movies.
To each his own, however, Avatar was fantastic, and allowed you to experience an action movie like never before. Would not this imply that 3D is here to stay? That was the initial thought. Movies began to feature a 3D option, but at the cost of paying an extra 3 to 5 dollars (not to mention the overpriced 3D televisions). As viewers began to see, most of the movie had been in 2D with the occasional object flying in his or her direction. Without a doubt, many became angry that they had to pay more for one scene and wear glasses the entire time.
It had become apparent that 3D was becoming a marketing gimmick in order to persuade customers to pay more for a greater experience. These great experiences faded away quickly with the likes of Jackass 3D, The Pirates of the Caribbean, and many more. To add more harm, 3D movies are often darker because the image has to be rendered twice, and therefore suffering in quality compared to its 2D counterpart.
Movie studios did not stop there. Older 2D movies were making a comeback in the form of Blu-Ray with a 3D option. When movies are not shot in 3D, and instead modified, the quality is lackluster and the effects are dull. So why was Avatar so successful in 3D? Because James Cameron developed the technology himself, to be in 3D from the get-go, and to be brighter, therefore eliminating any darkness. The movie, itself, also is meant to be in 3D due to the various depths and action scenes. It is the extra effort that James Cameron took, that made Avatar a successful box office hit. Other studios just looked at it as a "get rich quick scheme".
If viewers needed another reason not to adopt 3D, it would be the health effects. Your eyes are heavily strained throughout the movie because they must take in images displayed differently. There are 2 images laid on top of each other in a cross-eyed pattern that your eyes must adapt to and that is what cause some viewers to become nauseous or suffer from headaches.
Like the introduction of every new technology released ever 5 or so years, 3D is another selling point to get consumers to buy. After all, their businesses depend on it.
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