British cinemagoers are divided on their opinion of 3D films, but feel an apparent lack of enthusiasm towards this viewing experience that has re-entered the film industry in the last few years. Only around one in five British cinemagoers feels 3D improves the cinema experience, our recent poll has found, while almost half felt it either made no difference to the experience, or even made it worse.

• 22% of British cinema goers feel that 3D cinema improves the cinema experience

• 47% either thought 3D made no difference, or made it worse

• Just 19% feel that 3D improves the quality of a film

• But 41% think that 3D is just a gimmick

• When asked whether they would be more likely to see a film in 3D or 2D, if it was being shown in both formats, at the same time and for the same price, under half (47%) said they would choose to see the film in 3D

• Less than two in five (37%) said they would view it in 2D

• In most cinemas it costs more to watch a film in 3D than in 2D, but our poll shows that over a third of people would choose to see a film in 2D, even if it was the same price to see it in 3D

• While just under half (48%) of British cinema goers would not pay any more money to see a film in 3D instead of 2D

• 49% of those polled agreed with the statement that the hype about 3D films was a phase that would pass

Notes

All figures, unless otherwise stated are from YouGov Plc. Total sample size was 2796 adults. The data has been weighted to be representative of the British adult population as a whole. Fieldwork was undertaken between the 4th and 5th September 2011. The survey was carried out online.

www.yougov.com