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IMAX 3D is something we are very familiar with these recent days. With astonishing graphics, surround sound and a price tag of $15-$20 per ticket, many consumers are being lured into theaters with a promise of a new entertainment experience. But is it really worth shelling the extra cash for a ticket?
With the refinement of home theaters, quick DVD releases, cheap rentals and the internet (streaming, downloading and pirating), many film companies are starting to feel a little squeezed for revenue. One of the most affected groups are movie theaters. A local theater manager stated that the movie theater gets an average of 20% of the ticket sale revenue and the rest goes back to the studio for leasing the movie. The theater makes most of its money from concession stand sales of $10 hot dog-soda combos and over-priced pop corn.
With such a dire situation, theaters have been left to look for a new way to stay in business other than matinee features and renting the theaters for special events. With the success of James Cameron's Avatar in 2009, many movie production companies are taking advantage of this new hype by converting movies that were not filmed or developed for 3D viewing and advertising them like they are. An example of this was "Clash of the Titans" in 2010. The movie was not planned for 3D viewing but the company decided to simply run a filter so it looked 3D and had a lot of disappointed viewers. The movie cost $125 million and only grossed $163 million in the US. Other strategies include cheap tricks like over exaggerating the 3D by having objects coming at the audience, or simply doing hybrid viewing of 3D and 2D playing like Disney's Tron were they only used the 3D in the action sequences.
The current economy is persuading many individuals not to travel for entertainment and has boosted the sales of theater seats. However, it has also made many consumer reluctant to shell out money for a 3D movie they can simply watch for $5 cheaper at a regular viewing. Consumer are no longer over impressed with high end graphics due to over exposure to technology. Good story telling, and unique circumstance like "The Hangover" (2009) are regaining value among viewers. A great example of this was the low budget movie "District 9" (2009). The movie had a estimated to cost of $30 million and grossed an estimated of $115 million in the US.
The large amount of bad 3D movies released in the past two years has left viewers with mixed feelings. Some would say "it was not worth watching in 3D" and might feel ripped-off by the theater and the production company. I personally fall in this category. I don't rush to theaters to watch movies in 3D. I wait for feedback from friends and associates to decide whether or not the movie is worth watching in 3D or at all.
So the 3D experienced really worth it or in many cases is it simply misleading to consumers?
Photograph Credit:
Sabrina Segal
1. mamamarcy |Feb. 25, 2011 @ 6:02 PM
Although the 3D tickets are priced higher than general admission tickets, they are worth it. (Not that it should be a regular habit since this can be costly, but an occasional 3D movie is alright). To answer the question presented above,the 3D experience is not misleading to consumers. How many consumers have taken their children to 3D films such as "Toy Story" or "Shrek", and have gazed in amazement at the special effects that were presented in the movie? For that reason alone, for me as a parent would be money well spent.
To be honest, I would rather pay an occasional $15-20 for a 3D movie ticket rather than $3000-$4,000 for a 3D system. And now it seems like Sony, Visio's marketing teams are working overtime promoting their new 3D system inside Best Buy and other stores. The 3D system and widescreen is the first thing you notice whenever you walk into this store. Although the picture is awesome, to me it doesn't seem like a good value or necessity. Also you have to purchase the glasses separately, which for me is another turnoff.
I do believe though that once the price lowers of Sony's 3D systems that people will be more prone to purchase them.