2010年，一部《阿凡达》让全球观众见识到了3D技术的魅力。自此之后，好莱坞掀起了3D风潮，动作片、魔幻片乃至动画片都将“3D”作为自己的宣传标签。中国观众也伴随着大片的引进而爱上了3D影片，今年3D版的《泰坦尼克号》吸金超过9亿元人民币！但是，相对于中国观众的热情，3D影片对美国人的吸引力正在下降。近日，北美地区上半年电影票房数据统计出炉，虽然总体票房再创纪录，但3D电影票房的下滑却让本该好好庆祝的好莱坞电影公司笑不出来。美国影院业主协会秘书马克·欧米拉认为，盲目制作是3D电影在北美“退烧”的主要原因。

2010 years，a《All of o》Let the global audience to experience the charm of 3 D technology。Since then，A Hollywood 3 D agitation，Action movies、Magic and animation of will“3 d”As our publicity tags。China is also associated with the introduction of large audience and fell in love with the 3 D films，This year 3 D version of the《Titanic》Suck gold of more than 900 million yuan！but，Enthusiastic audience than China，3 D films for the American people appeal is falling。recently，In the first half of North America movie box office from the statistical data，Although overall box office record again，But 3 D movie box office of decline but let should have good celebration of Hollywood film company without laughing。The United States secretary of the national association of theater owners, mark the merari think，Blind making is 3 D movie in North America“Fever down”Is the main reason for the。

北美上半年票房创新高 In the first half of North America box office innovation high

　　但3D电影开始“退烧” But 3 D movie start“Fever down”

　　根据美国影院业主协会的统计，今年上半年北美总票房高达58.6亿美元，成为有史以来最高的半年纪录。其中，《复仇者联盟》和《饥饿游戏》功不可没，光是这两部影片就在北美收获10.2亿美元。此外，《老雷斯的故事》《马达加斯加3》以及《勇敢传说》的票房收入也极为可观。不过，尽管票房飘红，但也不是每一部片子都卖座。迪士尼耗资2.5亿美元打造的《异星战场》、汤姆·克鲁斯的新作《摇滚年代》、亚当·桑德勒的《爸爸的好儿子》，以及备受期待的《吸血鬼猎人林肯》都表现不佳。

According to the American association of theater owners statistics，In the first half of this year the total box office in North America as high as 5.86 billion dollars，Become the highest ever half year record。Among them，《Avengers alliance》and《Hunger games》Play an important role in，Light is both films are in North America harvest 1.02 billion dollars。In addition，《The story of the old grace》《Madagascar 3》and《Brave legend》Box office is also considerable。but，Although wave red box office，But not every film are blockbuster。Disney cost 250 million dollars to build《Alien battlefield》、Tom cruise's new new《Rock s》、Adam Thornton le《Dad good son》，And a highly expected《The vampire hunters Lincoln》Are poor performance。

　　相对于电影《阿凡达》大卖之后，2010年和2011年好莱坞掀起的3D电影热潮，在2012年的北美电影市场上，3D电影的热度着实减退了不少。在2010年的北美票房榜年终前20位的电影中，3D电影的数量达到了11部，其中7部电影进入前10名，3D电影总票房也达到了惊人的22.6亿美元。而在2011年的榜单中，3D电影的数量上涨到了13部，其中《哈利·波特与死亡圣器(下)》《变形金刚3：月黑之时》，以及《暮光之城：破晓(上)》3部主打3D的电影，包揽了年度票房榜的前3名。

Relative to the movie《All of o》After selling，In 2010 and 2011, the trends of 3 D movies Hollywood boom，In 2012 years of north American film market，3 D movie really drop off a lot of heat。In 2010 years of North America's year-end top 20 box office in the movie，The number of 3 D movies to 11 department，Among them 7 movie in the top 10，3 D movie total box office to a staggering $2.26 billion。And in the 2011 list，3 D movie jumped to the number of 13 department，Among them《Harry potter and death holy implements(under)》《Transformers 3：Month when the black》，and《Both the city：dawn(on)》Part 3 main 3 D movies，The annual list of box office won the top three。

　　但今年的好莱坞3D电影明显开始“退烧”。在半年的票房榜中，排名前列的几部大片《复仇者联盟》《黑衣人3》等，均采用了2D和3D两种形式同时上映，3D版本的票房贡献率占到70%左右。而去年，《哈利·波特与死亡圣器(下)》上映时，3D版本的票房占到了总票房的80%。可以说，北美观众对3D电影的热情已开始减弱。

But this year's Hollywood 3 D movie obvious began“Fever down”。In half a year's list of the box office，Rank forefront of several large《Avengers alliance》《Black dress person 3》etc，Adopted the 2 D and 3 D two forms and theaters，3 D version of the box office of contribution to 70%。And last year，《Harry potter and death holy implements(under)》released，3 D version of the box office accounted for 80% of the total box office。Can say，North American audience for 3 D movie enthusiasm are beginning to diminish。

票价太高是原因之一 Ticket prices too high is one of the reasons

　　但盲目跟拍让观众热情减弱 But with pats the blind audience that weakened enthusiasm

　　美国影院业主协会秘书马克·欧米拉接受记者专访时，解释了北美地区3D电影“退烧”的原因。他表示，虽然3D电影的票价有所上涨，但这并不是观众对3D电影热情减弱的主要原因，电影公司盲目制作3D电影才是主因。马克举例说，别看迪士尼的《勇敢传说》总票房不错，但是在首映周，仅有32%的观众选择去看3D版本，“这是3D电影的历史低谷。”

The United States secretary of the national association of theater owners, mark the merab, a recent exclusive interview，Explain the 3 D movie in North America“Fever down”reason。He said，Although the 3 D movie ticket prices have to rise，But this is not the audience to 3 D movie enthusiasm of the main causes of the weakened，Film company blind 3 D movie is the primary production。Mark for example，Although the Disney《Brave legend》Total box office good，But in the opening week，Only 32% of the audience choose to see 3 D version，“This is a 3 D movie of the new lows。”

　　对于什么原因导致观众对3D电影的热情减弱，马克表示，从发行方的角度看，3D电影票价太高是原因之一，理性的消费者会考虑这部电影是否值得观看3D。“发行方经常举一个例子——在洛杉矶AMC的世纪城，3D电影成人票价是17.75美元，儿童票14.75美元(比2D票价高约4美元)，一家四口去看3D电影的话需要花费65美元(人民币414元)。”而根据统计，目前北美电影的平均票价是7.92美元，与2011年的7.93美元基本持平。但从影院业主协会的角度看，马克认为关键还是影片本身的原因，“有些电影并不适合用3D的形式呈现，而电影制作方不顾电影类型、剧情、受众群体，一味地盲目投资3D电影，这才是导致观众对3D电影热情下降的主要原因。”

For what was the reason for the audience to 3 D movie enthusiasm abate，Mark said，From the view of the issuer，3 D movie ticket prices too high is one of the reasons，Rational consumer will consider the movie is worth the watch 3 D。“The issuers often give an example in Los Angeles-the AMC century city，3 D movie adult fare is $17.75，Child ticket $14.75(2 D high ticket prices than about $4)，A family of four to see 3 D films so need to cost $65(RMB 414 yuan)。”According to statistics，The north American movie of the average price of a ticket is $7.92，And $7.93 in 2011 flat。But from the point of view of the national association of theater owners，Mark think key or the cause of the film itself，“Some movie is not suitable to use 3 D format，And the film producers regardless of film type、plot、Audience group，Given to blind investment 3 D movies，This is the cause of the 3 D movie enthusiasm is the main reason for the decline。”

　　至于3D电影在中国取得的惊人票房，马克表示有多方面的原因，排片、观影人群的年龄层次等都要考虑进去。

As for 3 D movie in China has made striking the box office，Mark said that for many reasons，Row of、View the ages of want to consider。

中国3D票房贡献大 China 3 D contribution box office

　　热潮还能持续多久 Hot flashes can last for a long time

　　与北美上半年票房比较，中国上半年票房前10名的影片中，7部影片提供了3D版本，而其中5部全部为3D形式上映。

In the first half compared with North America at the box office，In the first half of China's top 10 box office in the film，7 film provides 3 D version，And five department for 3 D form all the theaters。

　　尽管《复仇者联盟》《黑衣人3》这两部高票房影片在国内也有2D版本上映，但根据影片上映时的排片量计算出的票房贡献率很低。一位不愿透露姓名的影院经理告诉记者：“因为3D电影票价较高，所以电影院排片时会优先上3D版本。”

although《Avengers alliance》《Black dress person 3》The two high box office movie in home also has a 2 D version theaters，But according to the row of movies is calculated from the box office contribution rate is very low。One does not wish to disclose the name of the cinema managers told reporters：“For 3 D movie ticket prices higher，So the cinema row for one hour will be preferential on 3 D version。”

　　此外，在票房贡献率上，中国的3D电影高出了美国不少。上半年，北美票房前10名中3D票房贡献率为30%，而中国则高达71%。值得一提的是，在上半年中国票房前10名中唯一上榜的国产电影《画皮2》，也是全部以3D形式上映的影片。尽管该电影制作了2D版本，但在今年的上海电影节上突然宣布，在内地上映时只提供3D版本。在影院和电影公司携手谋划下，不少观众因无其他电影可选，被动地选择了观看3D电影，而这种情况已开始引起观众的不满。3D电影在中国的热潮不知还能持续多久。

In addition，The contribution rate at the box office，China's 3 D movie is higher than the United States a few。In the first half，North American box office top 10 3 D box office accounted for 30%，While China is as high as 71%。It is，In the first half of the box office in China top 10 list only the domestic movies《2 different》，Is all in 3 D form on the film。Although the film made a 2 D version，But in this year's Shanghai international film festival in suddenly announced，In the mainland is released only provide 3 D version。In the theater and film company hand in hand under the plan，Many viewers because there is no other film can be chosen，Passively chose to watch 3 D movies，And this is beginning to cause the audience of discontent。3 D movie in China's boom did not know also how long it will last。