Following its blunt appraisal of the prospects, or lack of them for 3D, research firm BTIG has published what it believes is more damning evidence of how 3D is bad for business.

In its initial posting, senior BTIG analyst Richard Greenfield used poor box office from the key Memorial Day weekend as evidence that performance that the novelty of 3D had worn off in the US and that it was just a matter of time before the same happened in the rest of the world.

Only hours after publication, the research firm received an email from an anonymous independent exhibitor in the US confirming Greenfield’s analysis. The exhibitor pinned the blame for 3D’s poor performance squarely on the studios’ pricing policies, and not companies like his, not realising that there was limited demand for 3D. Since the operator made the move to 3D, the firm had seen lower attendance and reduced concession sales yet content suppliers would not offer 2D versions of films.