It is no secret that many filmmakers and moviegoers see 3D as a gimmick designed to trick customers into paying more; however, whether or not you believe this is why studios push major blockbusters towards 3D, it is not a secret that it absolutely helps boost the earnings for major theaters. In a recent article from The Hollywood Reporter, Ethan Vlessing took a look at the earnings reports from Canada’s Cineplex and found that one of the major driving forces for the recent boost in earnings were record sales for premium tickets, as well as concession sales. The article continues saying that tentpole movies like Star Wars: Rogue One, The Lego Batman Movie, and Beauty and the Beast all had a substantial number of 3D sales. Cineplex saw the potential for this money making opportunity several years ago and converted a majority of their chain to where it was 3D capable, which seems to have paid off as it is now a significant driving force for their business. While the major franchise films helped get audiences to the theaters, Cineplex’s earnings reports also showed that individuals weren’t only willing to pay for the up charge for 3D as the company saw a five percent increase in concession sales. So while many might feel that 3D is a gimmick, Cineplex’s success at maintaining customer’s despite increased 3D tickets means that 3D is thriving and likely won’t go anywhere anytime soon.