First of all, Ebert actually attributes the quote to David Poland of MovieCityNews.com. To put that 60-40 split for 2D vs 3D into context, I'd need to know: a)

First of all, Ebert actually attributes the quote to David Poland of MovieCityNews.com. 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.