Word: d
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Dates: during 2010-2019
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...movie landed last weekend on about 2,000 3-D screens, with about the same for 2-D, and earned $43.7 million - more than enough to win the box-office race but considerably less than the opening, the same week last year, of DreamWorks' Monsters vs Aliens. The dip may be attributed to a lack of stars in the voice roles or to the more traditional, Disney-feature-like story and tone, but it could also be that more 3-D screens would have given Dragon more firepower. (Watch TIME's video "The 3-D Experience...
...Paramount did manage to extract a promise from exhibitors that the number of 3-D screens would hold for two weeks. This put a serious crimp in the release of Clash of the Titans, whose opening was delayed a week, both to complete the film's reformatting in 3-D and to secure more venues that could show it in that format. Clash opens Friday on about 1,500 3-D screens and 2,000 2-Ds. Industry analyst Jeff Bock of Exhibitor Relations says Clash might have been expected to earn about $100 million this weekend...
...more about 3-D technology at Techland.com...
...Cash of the Titans The rush to 3-D began in earnest early last year, with much tub-thumping about how A-list directors like Steven Spielberg and James Cameron were testing the format. The box office verified that interest: four of the top dozen domestic hits of 2009 were shown in 3-D. Three were animated features: Up, Monsters vs Aliens and Ice Age: Dawn of the Dinosaurs. The fourth film: Avatar. James Cameron's eco-epic, which quickly became the No. 1 moneymaker in movie history, proved a couple of things about 3-D. In the right hands...
...other item: Avatar demonstrated that 3-D could bring studios gigantic bundles of cash. For ages, the rule of movie exhibition has been that customers pay the same price for a movie that cost $250 million to make (say, Harry Potter and the Half-Blood Prince) as for one that cost $15,000 (Paranormal Activity). But 3-D changes all that. You can charge audiences the moon to see a 3-D movie, and if you show it, they will come. The extra cost of making a movie in the format, or of jerry-building 3-D effects...