IMAX has announced that it will be screening more movies in 2D only, rather than in IMAX 3D.
At the time, it appeared as though 3D movies might be the future, and IMAX was determined to ride that wave to the bank.
Per THR, IMAX is planning to screen more films in 2D-only moving forward, citing a general lack of interest in 3D presentations from U.S. moviegoing audiences.
Recently, the Christopher Nolan-directed Dunkirk debuted in IMAX 2D-only to considerable acclaim and box office revenue. Likewise, director Denis Villeneuve’s upcoming sci-fi movie sequel Blade Runner 2049 will also ditch 3D presentations during its run in IMAX theaters, stateside.