Big 3D opening weekend
“Journey to the Center of the Earth” performed big in its opening weekend in 3D. How will this affect a future rollout?
The success of Warner Bros' Journey to the Center of the Earth will likely pressure exhibitors and distributors to find ways to roll out digital presentation systems more quickly. Journey delivered an opening weekend gross of $20.58M, with 57 percent of the gross coming from theatres equipped to show the film in Real D 3D.
This Brendan Fraser family action film is the first live action, narrative Digital 3D film, and the movie performed 3.1 times better in 3D than it did in traditional 2D presentation. I spoke with Real D Chairman/CEO and Co-Founder Michael V. Lewis on Sunday, and he says that Journey delivered an estimated Per Theatre Average of $12,000 in Digital 3D this weekend compared to just $4,000 in 2D. Given the success of 2007’s Beowulf (Dreamworks/Paramount) and the Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour Movie (Disney) early this year, it is fair to question why only 1,400 Real D 3D systems have been deployed.
Read the full story at Hollywood.com.