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Not your father's 3D As more and more films in 3D are released - 10 to 12 are expected to come out next year - theaters are investing in 3D-capable screens in the hopes of convincing consumers to leave their DVD players and video-on-demand behind and come to the movies.
Regal Entertaimment Group will install 1,500 new 3D-capable screens in its theaters over the next two years, according to MediaPost. Digital projection makes images appear to leap off the screen, with a realism incomparable to 3D movies of the past (though audience still have to wear special glasses).
There are currently almost 5,000 digital cinema screens in the U.S., but only a little more than 1,000 are 3D-ready, writes the Hollywood Reporter. In order to get 3D, a theater requires not only a digital cinema installation, but also digital cinema deployment deals with the studios. Studios generally agree to pay a print fee per screen, per movie, to offset exhibitors’ installation costs, but many of the deals remain at an impasse.
Regal’s AMC Entertainment’s joint venture with Cinemark, Digital Cinema Integration Partners, is currently in negotiations with the studios.
Innovations in 3D cinema advertising are likely to lie in the not-so-distant future. A spokesman for National CineMedia, a cinema ad consortium that includes Regal, said there is a future for 3D advertising in movie theaters.
Cinema advertising is growing by 15 percent annually, and is expected to enjoy a 17.5 percent growth rate this year, according to Jackmyers.com.
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