Can you bear another story on the fall and rise and fall of the pesky 3D phenomenon? Well tough. You’re getting one anyway.

In a possible sign that the process is losing appeal (expect a sign suggesting the opposite next week), it has emerged that more US cinemagoers have been choosing to see Pirates of the Caribbean: On Stranger Tidesand Kung Fu Panda 2in old-school 2D than in its bumpy, uncomfortable sister medium. To date, 3D screenings have always delivered higher yields.

The development has not pleased Jeffrey Katzenberg, sometime saviour of Disney and co-founder of DreamWorks. Speaking to the Hollywood Reporter, the producer put the blame at the industry's own door.

“It’s really heartbreaking to see what has been the single greatest opportunity that has happened to the film business in over a decade being harmed,” he said.

Jeffrey was careful not to point his finger at any particular culprits, but the industry’s enthusiasm for converting films shot in the conventional manner into shoddy 3D versions has angered many film-goers.

“I think 3D is right smack in the middle of its terrible twos,” he mused. “We have disappointed our audience multiple times now, and because of that I think there is genuine distrust – whereas a year and a half ago, there was genuine excitement, enthusiasm and reward for the first group of 3D films that actually delivered a quality experience.”