I have nothing against 3-D in theory. But I’ve also never run to the movies because something’s in 3-D.

Abrams is distinguishing between a technology’s theoretical appeal and its actual power to attract audiences. The remark implies that 3‑D is, at best, an optional enhancement rather than a decisive artistic or commercial draw: people go to movies for story, characters, spectacle, or a filmmaker’s reputation—not for a display format. Implicitly, he cautions against treating 3‑D as a substitute for cinematic substance or as a marketing gimmick, suggesting it should serve the film rather than define it. The quote also reflects a broader skepticism among some directors during the modern 3‑D boom: novelty fades quickly, while strong filmmaking endures.