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In my last blog, we learned that the answer to the question as to whether 3D can save the American Movie Box Office is Probably Not. The adult consumers we surveyed do not view 3D as important to them in selecting a movie to see.

But what is important?

We polled 829 US consumers age 18+ who are part of TRC's online panel. They were part of a broader test in which we experimented with various methods to determine the best way to differentiate importance factors in the decision-making process. Our white paper can fill in the details. We chose movie decision-making as our topic, and participants evaluated 18 factors in their decision which movie to see and where to see it.

movieticket_3dglasses3D is all the rage in Hollywood and is coming to a TV set near you if it isn't there already. 3D@Home Consortium lists no fewer than 20 movies planned for theatrical release in 2012 that will be offered up in 3D. These include Men in Black 3, Star Trek 2 and The Ring 3D.

But is Hollywood's push toward 3D the result of consumer demand? Holly McKay reporting for FoxNews.com says that less than 50% of the box office earnings for Kung Fu Panda 2, Pirates of the Caribbean, Green Lantern and Cars 2 in 2011 were from 3D showings.

But how does 3D fit in as a draw relative to the other decisions a potential movie-goer makes? Does 3D motivate an American adult to select a movie to see on a given day?

Apparently not.

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