IMAX appears to have cottoned on to the fact that 3D isn't necessarily the future, saying it "looks forward to playing fewer 3D versions of films".

Following the release of disappointing second-quarter earnings on Wednesday, IMAX Entertainment CEO Greg Foster told The Wrap that it will cut back on 3D screenings in the hope of attracting more customers.

“It’s worth noting [Christopher Nolan's new film] Dunkirk was showing exclusively in 2-D, which consumers have shown a strong preference for," Foster said.

“We’re looking forward to playing fewer 3-D versions of films and more 2-D versions."

A record 68 3D films were put out by Hollywood last year but, according to MPAA, there was an 8 percent drop in 3D film attendance.

Blade-Runner 2049, one of the autumn's biggest films, will be shown exclusively in 2D at IMAX theatres.

While 3D may not be the future, IMAX remains committed to/convinced by VR, recently opening its first virtual reality facility which is kitted out with VR devices.