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3D Ticket Prices Rebound

5 Oct, 2010 By: Erik Gruenwedel

Consumers’ willingness to pay a premium for 3D movies bodes well for the format’s transition to home entertainment, analysts say.

During the period from Sept. 1 to Oct. 1, three 3D movies — Resident Evil: Afterlife, Alpha and Omega and Legends of the Guardians — generated between 68% and 84% of their opening box office revenue from 3D, including charging ticket prices that averaged $12.07 compared to $12.05 during the previous month period.

Ralph Schackart, analyst with William Blair & Co. in Chicago, said 3D ticket premiums held steady at $4.50 per ticket at the highest in Northeast and $2 per ticket at the lowest (Midwest). The average 3D movie ticket in the Northeast was $3.53 higher than a comparable 2D ticket, while a 3D ticket in the Midwest was $2.90 more expensive than a comparable 2D ticket.

“The data is indicative of continued strength in the 3D exhibitor industry … as we believe that theaters progressively increasing ticket prices indicate consumers are willing to pay-up for 3D content,” Schackart wrote in note.

Theatrical 3D releases through the end of the year include: My Soul to Take (Universal) Oct. 8; Jackass 3 (Paramount) Oct. 15; Saw VII (Lionsgate) Oct. 22; Megamind (DreamWorks Animation) Nov. 5; Harry Potter and the Deathly Hallows Part 1 (Warner) Nov. 19; Tangled (Disney) Nov. 24; Chronicles of Narnia (Fox) Dec. 10; Tron Legacy (Disney) Dec. 17; Yogi Bear (Warner) Dec. 17; and Gulliver’s Travels (Fox) Dec. 22.

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