Odeon/UCI testing showing only 3D versions of movies
Drew Kaza, Executive Vice President for Digital Development for Odeon/UCI Cinemas, has spoken about testing the concept of only showing 3D versions fo movies to increase revenue, during the 3D and Cinema discussion at yesterday’s 3D Creative Summit.
In a move that may shock many movie-goers, especially those who dislike 3D and are miles away from another cinema chain, Kaza said that the results of the test has been positive so far
“I think we have been our own worst enemy putting 2D out there.” He said, “If we really believe in 3D maybe that is all we should be showing and we are testing that premise at present [for the Dreamworks Animation The Croods].
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He continued: "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.”
He also spoke about high frame rate presentation being poorly marketed as ‘HFR’ and that The Hobbit was possibly not the best vehicle to showcase the 48 fps format.
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