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postheadericon Danish Exhibitors Reject 3D Version of The Last Airbender

According to an account circulated among European exhibitors, after a screening of The Last Airbender 80% of Danish exhibitors independently decided not to show the film in 3D but only in its 2D version. Concerns cited included the fact that the quality of the film’s 3D was very poor, and the long term effects of charging premium prices for non-premium product.

Although the 3D version’s prospects were probably not improved by a release date a week ahead of Toy Story 3, cinema owners declining to participate in the exploitation of the hype around 3D in order to make a quick killing out of a bad conversion is, so far, a unique development – and a new type of row to add to boycotts elsewhere over theatrical windows and payments for 3D glasses.

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