2009 marked a seminal year for UK theatrical releases, ushering in the experience of Digital 3D projection. Successful 3D releases suggested that UK audiences had embraced this new experience and were happy to pay the ticket premium it carried. 

Fast-forward to 2011 and some industry commentators have begun to question the value of the 3D experience and its potential longevity. Should UK distributors be concerned about the appetite for 3D and what can they do to maximise the opportunity it brings in 2012 and beyond?