3D movies still bringing in financial awards

Despite lacklustre reception in the home, 3D entertainment is still able to increase ticket revenue at the box office according to Cineworld.

The 80 site cinema chain has reported an almost 25% increase in profit before tax in the first half of the year thanks, in part, to 3D presentation up charging.  Revenues rose to just over £200 million.

Almost a third of the takings were from 3D releases, with the higher ticket fees raising the average admission to £5.39 (a rise of 4.7%).

‘Film studios are becoming increasingly adept in discerning the genre and target audience of 3D films and the quality of 3D product remains critical,’ the company said.

This is positive news for companies who have invested heavily in 3D production equipment and conversion technologies.  Cineworld have also introduced motion seats known as D-BOX which vibrate in time to the on-screen action which in itself carries an additional charge.

Many will conclude that 3D in the home is not feasible (or not ready) but cinemas can still attract people to watch 3D content, and more importantly pay extra for it.

The cinema industry have also pushed 3D presentation for obvious reasons.  ODEON/UCI have even controversially tested the concept of ONLY showing 3D versions of movies in some sites.  Speaking at the 3D Creative Summit earlier this year Drew Kaza, Executive Vice President for Digital Development for Odeon/UCI Cinemas said the results were very positive.

He said: "We are only into the first week of releasing the film but it’s very promising. We hope to move from a 42% incremental increase [in average 3D revenue] to 55%. We are already up to 50% in the first week of the release and most of the second time viewing is in 3D. It’s a sign of things to come into how we approach it.”

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