3-D boom going bust?
HOLLYWOOD, CA – High ticket prices, poor quality films, and customer complaints about image quality are causing increasing numbers of cinema patrons to avoid much of the recent crop of 3-D films. This article at CNN.com takes a look at the apparent declining customer interest.
A river of schlocky films certainly doesn’t help boost attendance, but a river of overpriced, 3-D schlock may actually be steepening the decline. A July survey of more than 2,000 moviegoers by BTIG LLC, a broker-dealer firm, found increasing chafe at the high cost of 3-D films, which tend to carry around a $4 surcharge. That brings a $9 children’s ticket to see, say, Despicable Me, up to $13 in New York City — a despicable premium for a product that often provides little additional value to the movie-going experience, and may even detract from it.
Movie studios have never really risked broad consumer revolt against theatergoing because ticket prices have remained relatively low. Sure, theater attendance has suffered from a few slings and arrows, including the rise of the DVD and the increasing ease of online downloads. But the rollout of improved 3-D technology again gave the multiplex an edge, because the viewing experience could not be replicated at home.