It’s a 67 year old novelty then.
An old gimmick is still a gimmick.
I suppose sound and color and widescreen aren’t gimmicks since they actually became the norm, whereas even now 3D is only used on a small percentage of movies released each year. Many people don’t like wearing the glasses, paying the extra bucks to wear the glasses, and prefer watching their movies in 2D anyway. 3D has stuck around this time because it’s so obviously being used by the studios to squeeze a few extra bucks out of the people who didn’t get their 2D tickets ahead of time for (insert name of big franchise tentpole) on opening weekend. If they can figure out the glasses-free tech then I can maybe see it becoming more the norm, but that’s years away.
HDR, on the other hand, probably will become the norm a lot sooner than that, at least going forward for new releases. We’ve even seen it used on a few catalog titles already. It’ll be interesting to see how it gets used on I-VI and if they consult with George on the final grade.