[PeteSB75]

The problem is that they are able to charge more for the tickets at the theatres, and it is incentive to increase theatre attendance. DVDs took a huge chunk out of their attendance numbers over the last dozen years. 3D is putting butts back in seats like nothing else they've done has. Similar change to how color affected the movies, IMO. It's not a fad, and it's not going away. quality will improve as more movies are shot in it, as Avatar was, instead of converted as Alice was. Like any other business, they follow the money. More profits on 3D movies = more 3D movies.