The Business Case for 3D: Two Swallows Do not make a Summer

by Elisabeth Tweedie

Los Angeles,Calif.  April 30, 2010. When I think about 3D the British expression "two swallows don’t make a summer" keeps coming to mind. In the last few months we’ve indeed seen two "swallows": "Avatar" and "Alice in Wonderland", both of which generated the vast majority of their significant revenue (they were respectively the 1st and 22nd highest grossing films ever) from the theaters showing the movies in 3D. "Call of the Wild" also in 3D was released six months before "Avatar" but only managed to produce box office revenues of around $30,000 in the US.