Michael Bay’s Transformers 3 has annihilated the box office as we head into the long weekend and has also put 3D films back on the map after their progressive slide over the last year.
Transformers Dark of the Moon has brought in just under $100million in its short run at theatres and has gained the approval of movie fans in the process. As of writing this the film has a 74% approval rating with our readers based on 1,006 votes.
To me the most important aspect of Transformers 3 is not the fan approval or the box office numbers as much as what the movie has done for 3D ticket sales. 3D movies have been on the slide progressively over the last while as fans, me included grew tired of 3D gimmicks.
Green Lantern had some of the lowest 3D ticket sales accounting for less than 40% of the movies revenue. Transformers Dark of the Moon with its innovative use of 3D technology has given 3D technology a boost as 60% of Transformers 3 revenue has come from 3D ticket sales according to The Wrap.
I think that part of the reason that 3D ticket sales are so high for Transformers 3 is because of Michael Bay’s personal plea to theatre executives and projectionists to not turn down the 3D bulbs and to project his film at the proper brightness so that fans can experience a truly innovative experience. In a open letter to fans he also spoke about his use of 3D emphasizing it was not used as a gimmick;
‘Dark of the Moon’ has some of the most technically challenging sequences ever shot. And shot in 3D. I must urge you to find the very best theatre and see this movie in that format. 3D was a forethought, not an afterthought in this movie.
I’m glad Jim Cameron and Steven Spielberg really convinced me to shoot in this new technology. We used and invented many new techniques to make the 3D sharper, brighter and more color contrast. I think theatre owners heard their audience that they need to respect the specs of the projectors and not dim the bulbs to save money.
Transformers 3 is the last film in the Hasbro movie franchise and is a big step up from Transformers 2 according to Luke who just reviewed it ( Transformers 3 Review ) for us but more importantly it is giving the 3D movie fans a much needed treat.
Did you see Transformers 3? Did you see it in 2D or 3d? I am fighting a bad summer cold but when I recover I am seriously considering watching it in 3D. This despite my high disdain for 3D and those horribly cheap glasses that make my head hurt after 30minutes.