James Bond? Okay, not every theater can afford to have James Bond in the projection booth... ;-)
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A serious and interesting information is that for Pirates 4, people apparently chose to see the film in 2D (60% of first week gross) rather than 3D: "Not only is this a clear rejection of 3D on a major movie, but given how distribution is currently designed, it makes you wonder whether Disney cost themselves a lot of gross by putting their film on too high a percentage of 3D screens." (quoted from Gitesh Pandya of BoxOfficeGuru.com)
They said the same thing about color.
To put that 60-40 split for 2D vs 3D into context, I'd need to know: a) what the proportion of 2D vs 3D showtimes were (perhaps weighted by the historical popularity of their timeslots, if that's not asking too much), and b) how much of the split is due to price sensitivity, as I assume 3D showtimes command a significant price premium.
Without that context, the naked percentages provide me little evidence for Ebert's assertion that, all else being equal, the average moviegoer really prefers 2D over 3D.
Mind you, I don't know what the fact of the matter is, I just know that the evidence provided is not convincing.