Financially, Thor had the third best start to a Marvel Comics movie franchise, but yet it was middle of the pack based on attendance. Thanks, 3D!

According to Box Office Mojo, the $66 million that Thor brought in this weekend was the third best opening for the first film in a Marvel series, coming in behind Iron Man and X-Men Origins: Wolverine. While impressive, going by attendance numbers, the film came in below Hulk, X-Men and Fantastic Four, but was ahead of Daredevil and Ghost Rider, which is not exactly high praise.

While some of this can be attributed to the inflation of ticket prices over the years, 2,737 of the 3,955 screens showing the film were playing the 3D version of the film.  Seeing as tickets for 3D showings are higher than 2D, it accounts for the discrepancy between box office receipts and attendance.  While I am unclear on what the average price differential is across the country between the two versions, in my own town it’s $2.

Considering the general panning I have seen from people of the post production conversion 3D effect, I imagine I’d be asking for my $2 back.  (No, I have not seen the movie yet.)

As I noted late last year, movie studios have begun using 3D as a way to make up lost revenue from declining attendance numbers.  Essentially we are being forced to pay extra for a special effect that in the vast majority of instances does not enhance the story.  You hear about movies that have thousands of effect shots such as the Star Wars films, but yet you pay no extra to see those movies.  Run a film through a 3D conversion process and suddenly it’s worth charging you more.  Some cheap plastic glasses you are encouraged to not keep?

The studios have figured out a way to squeeze a few more dollars out of the audience, and they’re going to do it for every penny they can.  They can’t use the argument that this is some sort of essential aspect of the movie because then they wouldn’t release 2D versions, and what about when they go to home video?  While there are at home 3D solutions, they are cost prohibitive at the moment, and they have not achieved much consumer penetration.  If it’s so important to the film, wouldn’t they release it only as a 3D version on Blu-ray despite the potential lack of sales?  Of course they aren’t doing that because they want to sell as many as they can.

At the theaters they know a good number of people will opt for the higher priced version thinking they will get a better experience, but at home they know people just haven’t spent the money to adopt the technology so they will sell what they can get the most money from.

The consumer is getting played, and considering Thor’s opening numbers were lackluster in spite of 3D, we appear to be reaching a point where it’s no longer going to matter.  While the studios have tried to convince us 3D is here to stay, it will only be for so long as they are making some extra money from it.  When they see attendance numbers falling yet again, they will go back to 2D-only versions to cut the costs, lower the ticket prices and hopefully attract more people to the theater once again.

Until that time, vote with your wallets and opt for 2D versions of films, or simply don’t go at all.  Stop letting Hollywood play us for idiots.