Theory 4: 2D - Or Not 2D
The current trend for 3D pictures in many ways allowed Dredd to happen. Sold on the back of Avatar's success, 3D was essential to the pitch made by DNA; without it, the film could not be made. From the outset, this became a design consideration when shooting the film. Trouble is, people have been burned by poor, retrofitted 3D, plus the additional cost (ramped up further if you forgot to hold onto the glasses from last time). Most people won't know about the artistic decisions made during the creative process of the production. All they know is the inflated ticket price and the relative lack of return from many 3D experiences. Once bitten... This wouldn't be so bad if there was still the option for a 2D screening. Regardless of how essential the 3D experience is to a film, there are people who will abjectly refuse to pay extra. Some just don't like the sensation. Others hate wearing the glasses. Add into that those who actually can't see 3D images and you've got a fair chunk of people who wouldn't even consider it. For a sizeable number of moviegoers, 3D is never an option. There was a paltry number of 2D screenings available in both the UK and the US - which may have had a significant effect on audience numbers.