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Against a background of recession, increased competition from HDTV and alongside the distraction of a World Cup, 2010 was a tough year for the cinema industry. However, despite the challenges, UK cinema attendances rose 3% for the first half of 2010. The reason for this rise: 3D.
Foreshadowed by the release of Avatar in late 2009, 2010 was the year of 3D, or at least the year where the movie industry started trying to convince us that old-fashioned 2D is just too, well…flat.
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