Tuesday, June 22, 2010

3D pulling fewer dollars per film

Could it be that the novelty is wearing off? Could 3D be just another flash in the pan or another way for Hollywood to milk increasing amounts of money out of theater goers?

Reports from the first half of the year show a drop from the "Avatar" explosion despite increased screens. The glasses themselves have been called into question as potentially damaging depth perception, causing headache or just being less than comfortable Increased ticket prices helped booste the all important box office, but actual theater attendance has declined in the first half of 2010. 

Variety reports on another tren tin 3D....canabalism:

The 3D crunch is hitting the domestic summer box office, as this weekend's boffo opener "Toy Story 3" marks the third consecutive 3D opening -- and 3D toon -- to earn a lower percentage of its gross from 3D venues than previous such offerings.

Actual weekend figures for the Disney/Pixar toon came in at $110.3 million, slightly ahead of Sunday's estimates, with 60% of the weekend's gross from 3D screens.
The toon's 3D grosses were 11% less than Disney's "Alice in Wonderland" opening, which earned 71% of its $116.1 million opening from 3D.

With "Alice" just three weeks into its domestic run, Paramount and DreamWorks Animation's "How to Train Your Dragon" then bowed March 26 with 68% from 3D, followed by "Shrek" on May 21 with a 62% 3D share.

Why the falling 3D shares? According to some B.O. observers, it's mostly due to the 3D screen crunch causing competition among toons -- but it's also possible fami-lies are beginning to question the necessity of buying 3D tix on opening weekends.

Some insiders question whether families are willing to pay 3D upcharges of several dollars each for the entire family -- especially when the youngest tykes have trouble keeping glasses on. In response to concerns about adult-sized glasses, 3D provider RealD launched a line of kid-sized 3D glasses made available in conjunction with the launch of "Toy 3." The glasses are designed to fit children aged 8 and younger.

Full story at (subscription may be required, students try through your school library system).
See also:
3D or not 3D

Is 3D here to stay?

3D is the Future

The Business: 3D kicking up ticket prices

A quantum shift in Hollywood Production Values

Avatar II

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