IMAX Switching Their Attention from 3D to More 2D Screenings

It seemed like 3D was having itself a little moment there for a while, spurred on by the success of James Cameron’s Avatar back in 2009. But it seems like the 3D era is nearing an end, as 3D’s biggest supporter, IMAX, has made the decision to focus more on 2D screenings of Hollywood tentpoles, citing a “clear preference” amongst consumers.