Wednesday, July 11, 2012

3D Film Technology: On the Decline...Again~??

Every time film~makers "re~invent" 3D technology, they expect the viewers to be in awe of the heights in which movies can be explored.  

When the block~buster movie Avatar opened in December 2009, the imaginations of 3D filmmaking seemed endless.  The monetary gain from such a franchise was staggering in its newest inception however, within a relatively short period of time, sales began to decline as patrons were now forced to pay extra for a ticket.

Hollywood studio executives believe that "prices are too high" as moviegoers are being more decisive in their theater experiences.  With many financially cash~strapped, gouging ticket prices for a technology no one even asked for, seems outrageous and many are opting for the cheaper  but just as fantastic, 2D versions of the same movies.

The type and styles movie~goers are enjoying are more chaotic and producers and directors are having a hard~pressed time trying to satisfy everyone's tastes and wishes.  Studio execs are complaining that "there is no safety net; the middle ground is gone."

However, theater owners disagree with the argument that ticket prices are too high and are blaming the decline on "stupid movies".  In Los Angeles, an adult 3D ticket can go for $17.75 while a children's ticket runs in the area of $14.75 both of which are about $4 more than the regular prices.  Now, if you take a family of four, who is looking to head out for a night at the movies, it would cost them $65 just to get inside the door and we're not talking about popcorn and other goodies here.  Smaller cities do, in fact, charge less, so it could be beneficial to take some of your business to a less populated area and save yourself a few dollars, with $11 being the average to see a 3D film.  And while 3D sales are declining in North America, they are heating up in markets in Brazil, Russia and China.  

Jeff Blake, Sony Vice~Chairperson, agrees that the middle ground is getting squeezed out at the domestic box office but prefers to take a holistic view.  "A lot of event pictures, including The Amazing Spider~Man, are delivering around the world, as are comedies and adult dramas like, The Best Exotic Marigold Hotel.  I think you have a pretty healthy market."

Well, Jeff, we'll see if 3D film technology is here to stay or if it is just too costly for the average viewer.  Or maybe looking into the frequent eye strains and headaches that people often times complain about could be another avenue to look into.  Or vanity...yea, it probably all comes down to vanity~!!

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