In an interview with BBC Radio, Rupert Gavin, CEO of Odeon & UCI Cinemas, has been quoted as saying he believes that by 2014 50% of cinemas box office will be in 3D. Since the re-birth of 3D, Odeon & UCI Cinemas has spent approximately 7m converting over 500 of their screens to 3D-ready ones.

It’s unsurprising considering the amount of films that are being released in 3D. Over the past 3 years, more and more films being made have incorporated a level of 3D, and with the cinemas and audiences investing their hard-earner cash, it creates revenue, only spurring directors on to make more and more 3D films. A classic scenario of supply and demand.

In addition to films, Odeon & UCI Cinemas are also planning to hold live events including fashion shows, sporting events and operas in their cinema screens, which are sure to draw more people away from their households and into the cinemas.

It’s certainly an interesting time for cinemas. It’ll be even more interesting to see how long 3D hang’s around for, if the novelty factor ever wears off, or whether this really is the future of cinema.

Thank you to Deadline for the heads up on this one.