TECHNOLOGY BLOG
3D movie screens coming online slower than the movie industry projected
1:18 PM Mon, Jan 12, 2009 | Permalink | Yahoo! Buzz
E-mail News tipsWhile there have been a few prominent examples of blockbuster movies being shown in 3D movie theaters, the trickle is about to become a flood, the New York Times reports.
But even if the 3D movies are on the way, the number of theaters capable of displaying 3D films is lagging:
"It's starting to look like there will be a lot of disappointed producers unable to realize the upside of these 3-D investments," said Harold L. Vogel, a media analyst and the author of "Entertainment Industry Economics." Filming in 3-D adds about $15 million to production costs, he said, but can send profit soaring because of premium ticket pricing.Only about 1,300 of North America's 40,000 or so movie screens support digital 3-D. (Imax adds 250.) Overseas, where films now generate up to 70 percent of their theatrical revenue, only a few hundred theaters can support the technology. It costs about $100,000 for each full upgrade.
Studios require about 3,000 screens in North America for most new releases. Popcorn movies like "Avatar" or "Monsters vs. Aliens," a 3-D entry from DreamWorks Animation, typically open on more than 4,000 screens.
"The crunch has everybody scrambling," said Chuck Viane, president for domestic distribution for Walt Disney Studios. "We had expected many more screens to be available by now, no doubt about it."
One barrier in the near term for 3D theaters is the cost, both to upgrade the screens and to buy a ticket to go see the films (the NYT story says tickets to 3D movies will go for as much as $25 each).
While the studios and theater chains are apparently hashing out agreements to split the upgrade costs, I think $25 movie tickets are going to be about as popular as bird flu.
Even in the best of economic times, $25 for a movie ticket borders on the larcenous unless the purchase includes free hot dog, popcorn and beverage, and all teenagers are automatically immobilized via tazer if they so much as whisper during the movie.
But cost aside, the 3D movie theater trend might be derailed before it even gets rolling, thanks to 3D television.
And, unlike 3D theaters, some of these 3D TVs won't require bulky glasses.
Comments
I feel some recent quotes in the trades, in an effort to enhance the awareness and financial value of 3D exhibition, have been taken out of context and need clarification.
The estimate that 3D Animation Films cost "15 Million more" should not be confused with the costs of shooting a Live Action Film in Hi Definition 3D.
While the "$15 Million more" estimate comes from Jeffrey Katzenburg and Dreamworks in reference to the costs of a large budget Animated Film, the actual costs to shoot a Live Action film in stereoscopic HD 3D is only 15 to 20% of that "15 Million" for typical feature projects.
This generalized overestimations of actual costs for Live Action 3D will dissuade producers considering a 3D release for a typical 8 to 20 million dollar feature to relinquish the notion of originating their film in 3D, when in fact it will only value enhance and futureproof their film for future 3D delivery formats for nominal additional expense.
These generalizations only diminish the amount of potential future 3D content.
The Lionsgate release of "My Bloody Valentine-3D"
is an early example of the new cost efficient model of Hi Def 3D Live Action filmaking.
Bob Johnston
Executive Producer
Paradise FX
3D Producer for "My Bloody Valentine-3D"
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Bob Johnston
Producer
johnston.rw@gmail.com
My Blogs:
http://3dproductionnews.blogspot.com/
http://filmmoney.blogspot.com/
http://3devents.blogspot.com/
