＂功夫熊貓2＂票房不給力 引反3D逆流

　　Investors are jumping on the anti-3D bandwagon as the weekend's lackluster sales of 3D tickets for DreamWorks Animation's Kung Fu Panda 2 seemed to confirm that audiences are fed up with the higher prices exhibitors are charging for the immersive visual experience. Shares of 3D technology company RealD were down 12% in mid-day trading to $27 -- amounting to a 23% decline over the last two weeks. Even with the drop, RealD shares are up nearly 40% from this time last year.

　　Investors appear to be more disenchanted with DreamWorks Animation, which is making all of its films in 3D. Its shares were off 3.3% at midday to about $24 -- which is down nearly 20% vs this time last year. 3D tickets accounted for about 45% of Panda's domestic box office revenues. By contrast, last year DreamWorks Animation's Shrek Forever After generated 60% of its opening-weekend revenues from 3D, even though it was on 343 fewer 3D screens, Lazard Capital Markets analyst Barton Crockett notes.

　　Wall Street's most vocal critic of 3D -- BTIG's Richard Greenfield -- reiterated his "sell" recomendation for DreamWorks Animation and lowered his 2011 earnings estimate for the company to $1.54 a share, from $1.81. The company's movies "have not lived up to expectations and the global DVD market is in a free fall as consumers continue to shift from buying to renting," he wrote in a report.

　　兩年前，詹姆斯·卡梅隆的3D鴻篇巨制橫空出世，被人譽(yù)為是“好萊塢新3D時(shí)代”開啟的標(biāo)志，其后我們看到了大批跟風(fēng)的3D電影猶如雨后春筍般輪番轟炸觀眾的視覺神經(jīng)，其中還包括了數(shù)量不在少數(shù)的上映前臨時(shí)轉(zhuǎn)制的“偽3D”電影。在好萊塢大電影公司的眼中，似乎影片只要和3D沾上了邊，票房就已經(jīng)高枕無(wú)憂了，的確，由于高票價(jià)和高人氣，3D電影在2010年為票房總額的沖高作出的貢獻(xiàn)有目共睹，不過(guò)在最近卻在四面八方高唱3D凱歌的中間出現(xiàn)了一些不同的“聲音”。

　　據(jù)好萊塢有關(guān)機(jī)構(gòu)的報(bào)告稱，最近一部上映的3D電影——《功夫熊貓2》票房中的3D影院份額未能達(dá)到預(yù)期的目標(biāo)，并且處于下降的趨勢(shì)。這部上映于上周末的動(dòng)畫片所創(chuàng)造的票房中有45%來(lái)自于3D影院，而去年同時(shí)期推出的《史瑞克4》首映周末的3D份額則是60%。而在過(guò)去的兩周之內(nèi)，3D電影特效公司RealD的股票市值縮水率已經(jīng)達(dá)到了將近1/4，而這家公司去年股票漲幅則達(dá)到了40%。夢(mèng)工廠影業(yè)在之前宣布了今后三年內(nèi)的所出品的動(dòng)畫片計(jì)劃，清一色的都將為3D影片，有華爾街的金融分析師則提醒夢(mèng)工廠影業(yè)調(diào)低今年預(yù)期的利潤(rùn)率，以應(yīng)對(duì)“電影觀眾對(duì)于支付高額票價(jià)以換來(lái)身臨其境觀影方式的厭倦。”

　　而《功夫熊貓2》并不是近期唯一一部“3D不顯靈”的影片，同樣是今年暑期檔的頭號(hào)大片，《加勒比海盜4：驚濤怪狼》在北美地區(qū)的上映遭遇了同樣的情況，盡管該片在周五上映時(shí)表現(xiàn)出了一飛沖天的架勢(shì)，但在從周日當(dāng)天的票房分析來(lái)看，3D影院的份額迅速降低，呈現(xiàn)出了疲軟的態(tài)勢(shì)，而在口碑方面，作為首部3D版的《加勒比海盜》，電影的3D效果還是遭到了不少人的病垢，因?yàn)橛捌杏泻芏喙饩€不足的場(chǎng)景，很難表現(xiàn)出3D的層次效果，有觀眾稱其是“可有可無(wú)的點(diǎn)綴”，BTIG的分析師Richard Greenfield表示，“因?yàn)楦咂眱r(jià)，《驚濤怪狼》反倒是被3D所牽累。”