Decatur theater dumps 3D
DECATUR, IL — The management of the Avon Theater has decided that 3D just is not a good fit for this theater. The high costs coupled with the preferences of the theater’s core audience were preventing the Avon’s investment in a Technicolor 3D system from paying off. The theater, unlike most others, did not charge a premium for 3D presentations.
“I sold the cameras back and told them ‘this is more trouble than it’s worth,’” the longtime theater opera-tor said. “I do regret that we ever did it. The Avon is really not the kind of place for 3D movies. The clientele is not the kind of audience for the movies that are usually released in 3D.”
Huston credited the theater’s “art-house roots” and “upscale commercial crowd” with making it a less than ideal venue to screen bombastic 3D blockbusters like “Clash of the Titans” or “Cats and Dogs: The Revenge of Kitty Galore,” two films the theater took significant losses on due to underwhelming crowd response.
The full story appeared in the Herald-Review.