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If the stellar start for "Cars 2" teaches us anything, it's to never underestimate the power of boys and their toys.
But that's just part of the weekend's B.O. takeaway.

It seems interest for the industry's newest toy -- 3D -- continues to plateau at the multiplexes, driven home by another meh opening 3D perf, with "Cars 2" earning just 40% from screening in the format. That's low even for family pics, which typically collect a smaller 3D percentage compared to fanboy pics.

Last weekend, Warner Bros.' "Green Lantern" tallied 45% of its opening from 3D; Paramount-DreamWorks Animation's "Kung Fu Panda 2" -- the most recent 3D toon to bow prior to "Cars 2" -- debuted with 46% from the format, and that was without Imax. ("Toy Story 3" opened around this time last year with 60% of its domestic bow from 3D.)

For "Cars 2," which opened at 4,115 locations, including 2,508 in 3D, there are several pic-specific points worth making.

First, the toon's 3D presentation received an A CinemaScore rating vs. the pic's overall A- rating (that could be good news for 3D as the film enters holdover mode). Also, "Cars 2" launched at several hundred drive-in theaters, of which only a handful in the U.S. are 3D-equipped, according to Disney.

3D still sees solid perfs overseas, especially in China and Russia. Latter country generated the most overseas biz for "Cars 2" this weekend with $9.3 million -- the biggest Pixar debut ever there. Disney hasn't yet set a date for "Cars 2" in China.

But the summer's most important 3D barometers are now on deck: "Transformers: Dark of the Moon" launches Stateside on Tuesday, followed by "Harry Potter and the Deathly Hallows: Part 2" on July 15.

Unlike "Cars 2," which faced an uphill battle with 3D and family auds, bizzers have pegged "Transformers 3" and "Harry Potter" as potential 3D watersheds, looking to either film for a much-needed 3D jolt among general moviegoers.

Contact Andrew Stewart at andrew.stewart@variety.com

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Posted by James Westbrook (Member # 3690) on 06-27-2011, 02:22 PM:
 
I didn't realize there were drive-ins showing 3D movies. Where exactly are the drive-ins showing Cars 2 in 3D?
 

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Posted by Jeremy Spracklen (Member # 18) on 06-27-2011, 05:12 PM:
 
It is a little bit of a drive for you, but check out the Galaxy Drive In:

http://www.galaxydriveintheatre.com/

They are GREAT people and really care about their presentation!
 

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Posted by James Westbrook (Member # 3690) on 06-28-2011, 01:39 AM:
 
Thanks, Jeremy.
I have been to Ennis. I'll check this drive-in out before too long.
 

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Posted by Manny Knowles (Member # 1171) on 06-28-2011, 02:55 PM:
 
The good news is that it doesn't look like 3D is going to cause 2D to go away.

The okay news is that 45% is that roughly half of the patrons want to pay extra to see it in 3D.

Would anyone care to speculate -- What's the low-end percentage of attendance that 3D would have to hit to put it at risk of going away (again)?
 

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Posted by Mike Blakesley (Member # 26) on 06-28-2011, 06:33 PM:
 
With the amount of $ invested in it, I don't think it'll ever totally go away.

I'd like to see each studio limit itself to ONE really good 3-D movie a year. That might work for one year, but as soon as somebody has a blockbuster, then everything will be in 3-D again.
 

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Posted by Mike Frese (Member # 4361) on 06-28-2011, 07:29 PM:
 
Probably the company most to lose if 3d goes down the tubes is Real3d. No way do I believe AMC/REG/rest of the big chains are paying them $.50 per ticket. But are they willing to decrease their royalty so the 3d premium is lowered?
 

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Posted by Ian Parfrey (Member # 5122) on 07-12-2011, 04:09 AM:
 

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Also, "Cars 2" launched at several hundred drive-in theaters, of which only a handful in the U.S. are 3D-equipped, according to Disney.

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quote: Mike Blakesley

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I'd like to see each studio limit itself to ONE really good movie a year.

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