FWIW, I saw it in 2D first, loved it, then later saw it in 3D and hated every minute watching it. It was dark and gave me a HUGE headache.
I also think it wasn't a great movie itself. It was a really safe storyline to appeal to a broad audience.
If it was 2D it would have likely sold the same number of tickets, just at a lower per-ticket price. Consider that it's DVD and Blu-Ray sales are commensurate with its box-office gross, with no 3D on offer.
You are underestimating the marketing value of the 3D effects. Of course the DVD sales will be great, because it has been on everyones radar for the last year+. 3D effects were a big part of that.
People saw AVATAR because hundreds of millions were spent on marketing, it had James Cameron's name attached, and it was well liked by popular critics and audiences. 3D was a footnote compared to that attention.
3D effects do no marketing favors for middling or outright-poor movies. The only thing they consistently do, is increase average ticket prices.
A friend sees the movie and says 'you HAVE to see this in 3D' and it becomes less about the plot, and more about the effects driving them to purchase a ticket.
You can't show the 3D in marketing, but you can (and they did) highlight the concept of it. It's like all those ads on TV about fancy TV screens with superior image quality -- they obviously don't show you the screen itself.
I saw both versions.
I don't get hte "3d headache" - but I definitely enjoyed the 2d version more. THere was more detail to focus on, and in tha tmovie, detail was everything. With the 3d version, I found myself trying to look at things in the foreground/background, and I just couldn't - not becuuse of any defect in my ability to manipulate my eyes, but because (I think...) they actually used differnet depth of field settings when rendering the 2 versions.. there were things in the 3d version you literally COULDNT focus on - they wanted your eyes on the action only. That buged me.
- I remember playing 3d Quake (the original) on my crappy home monitor, with LCD shutter glasses - and it was AWESOME FUN. SCARY.
So I think all the points in the article are valid, 3d is hard, for more reasons than joe average might know, I certainly learned some stuff - but it's definitely a aprt of the future, if only because our current equipment makes it technically easy to play back.
In a universe where Avatar 3D never existed, would the 2D version alone have sold as much? Remember, they would have also been able to deliver the movie earlier (I don't know how much, but making a 3D movie can't be free - at least not yet).
I'm reasonably certain that there are only a very small number of people who saw Avatar for the sole reason of it being 3D (in other words, if the 2D version was the only option, they would have skipped it).
Avatar did exactly the opposite of what intended to do and that is, it turned me off of 3D movies not on to them. Sure, it made the money it did, but at least for me, it didn't do anything to advance the technology nor promote it.
Go to a real IMAX theater and watch a real IMAX movie. They tend to be science documentaries, like Hubble 3D. Compared to that, Avatar just seemed fuzzy and out of focus to me.
A good friend can't enjoy 3D movies because for that reason.
Hah! You wish. For example, Avatar made more than $2,000,000,000. That's $2 billion. And a huge part of the Avatar revenue comes from its 3D sales. Maybe it didn't work for you, but it sure worked for most people who went to see it.