Film critic Mark Kermode, a noted detractor of 3D, has surmised that there is an emerging policy of distributors to limit the availability of 2D versions, thus "railroading" the 3D format into cinemas whether the paying filmgoer likes it or not. This was especially prevalent during the release of "Prometheus" in 2012, where only 30% of prints for theatrical exhibition (at least in the UK) were in 2D. His suspicions were later reinforced by a substantial number of complaints about "Dredd" from those who wished to see it in 2D but were denied the opportunity. In July 2017, IMAX announced that they will begin to focus on screening more Hollywood tentpole movies in 2D (even if there's a 3D version) and have fewer 3D screenings of movies in North America, citing that moviegoers in North America prefer 2D films over 3D films.