TheWrap reports some rather damning statistics from the opening weeks of Thor 2 in the US, and it's info that studios should use to honestly consider upcoming productions:

With around 80 percent of its 3,841 screens offering the format, roughly 39 percent of Disney’s Marvel superhero sequel’s $85.7 million opening weekend grosses came from 3D. That’s still about $33 million, but a solid majority of moviegoers opted to see it in 2D rather than put on the glasses.

If it always looked great, from production (or post-conversion) to in-theatre execution, the story might have been markedly different. Hollywood cannot offer its customers the promise of an unparalleled, high-end experience and deliver less-than-adequate results. You can only rip people off for so long.