Eleven years ago, 3D was the buzzword on everyone’s lips. The massively expensive gamble of James Cameron’s Avatar had paid off, becoming the highest-grossing movie of all time.
As studios jumped on the bandwagon, producers, big and small, scrambled to add a 3D release to their list of deliverables. Exhibitors cast out their 2D projection systems in favour of the new technology and home entertainment retail staff found themselves with a new sales pitch. 3D would be the future of everything, and the end of piracy.