We've often complained that today's 3D technology leaves us with a splitting headache, but for one Taiwanese viewer, it appears to have had far more severe consequences.
According to reports in Asia, a 42-year-old male moviegoer named Kuo died of a brain hemorrhage after watching a 3D screening of James Cameron's special effects extravaganza, Avatar.
Mr Kuo is said to have had a history of high blood pressure and reportedly fell ill after a viewing of the movie earlier this month in Hsinchu, a city in northern Taiwan.
He was later taken to hospital, where a scan revealed that his brain was hemorrhaging. Mr Kuo died from his symptoms 11 days later.
Hospital doctor, Peng Chin-chih, claims Kuo's condition was likely to have been triggered by "over-excitement from watching the movie".
Having taken over $1 billion at the box office within three weeks of its release, Avatar has become the world's second-highest grossing film of all time, behind only James Cameron's 1997 movie, Titanic.