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...convert more screens, they and the studios still feel the shortage. This weekend there will be an unprecedented 3-D-theater traffic jam as Clash of the Titans joins last week's box-office champ How to Train Your Dragon and the Disney blockbuster Alice in Wonderland. That could make this the first weekend in movie history when the top three pictures at the domestic box office are shown in 3-D - except there aren't enough venues with suitable screens for the three movies. (See the best movies of the decade...
...Alice and Dragon would have run their course, and before the first expected smash of the summer season, Iron Man 2. But Warner decided on Easter weekend, and the swamis are now predicting a take of $70 million for Clash's opening three days. "Warner Bros.' decision doesn't make a lot of sense," Bock observes. "You don't see many other 3-D conflicts down the line, and if they really wanted to maximize their attendance dollars, you could just hold it a week or two and have an open field...
...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...
...have to look at surrounding weekends, because you need control of the most 3-D screens." Alice in Wonderland, Bock notes, opened on a weekend with little new competition and, except for Avatar, no other 3-D movie around. "So now the focus is, We've gotta make sure we get 3,500 screens for two or three weeks straight...
...decision to go with a new creative team for the next Spider-Man sequel is said to be related to the studio's wish to have the Marvel hero do his cavorting in 3-D. Spielberg is in postproduction on his 3-D Tintin movie. Will other moguls dare make the next film in the Transformers or James Bond franchise in a flat-screen version? It's more likely that producers, seeing the stratospheric grosses for Avatar and Alice and the quadrupling of screens able to show films in any format, will go where the money...