The 3D phenomenon may be struggling to live up to the hype in the UK, with many viewers saying they don't like it and actively seek out 2D versions of 3D films, but the Chinese look at it differently. Now Poly Film is preparing to set up a further 100 3D-compatible screens across China, bringing the total for the country to 650 a number that is expected to double in the next few years.
An increase in average disposable income has seen Chinese cinema-going explode over the last few years, with audiences flocking to see home grown and Hollywood blockbusters alike. 3D films have been a particular success, though some commentators have warned that this may be due to a love of new technology that means the craze may not last. Last year, Hong Kong cinemas were at the centre of controversy when they showed the first 3D erotic film, which attracted thousands of viewers from the mainland.
