3D movies hit traffic jam with cinemas struggle to keep up with demand

http://today3d.blogspot.com/2010/04/3d-movies-hit-traffic-jam-with-cinemas.html

IT may be the future of movies, but cinemas are struggling to keep up with the demand for 3D, as an increasing number of films battle for limited screen space.

The 3D traffic jam worsened this week with the release of swords-and-sandals epic Clash of the Titans, starring Aussie Sam Worthington.

 

There are about 300 3D-capable screens in Australia. And, according to distributor Roadshow,Clash of the Titans opened on 166.

 

It entered the 3D fray with last weekend's box office No. 1, animated adventure How to Train Your Dragon, as well as Alice in Wonderland and the highest-grossing film of all time, Avatar.

Films are now knocking each other off screen as they vie for 3D space.

 

IMAX Melbourne, which shows specialist 3D films as well as mainstream blockbusters on its single screen, enjoyed unprecedented success playing Avatar in 3D.

 

But IMAX general manager Richard Morrison says the hit film had to be pulled while still selling out sessions, to make way for Alice in Wonderland, then How to Train Your Dragon.

 

"We did over 100,000 admissions for Avatar here in three months, and its last session here was sold out," Mr Morrison told the Herald Sun.

 

"So it's hard to pull those types of films off your screen when it's still pulling in lots of people.

 

"Certainly a lot of the mainstream cinemas are now starting to feel that squeeze on how you effectively juggle competing product."

 

The juggling act will intensify again in June when two animated favourites release new 3D instalments - Shrek Forever After and Toy Story 3.

 

Cinema chains went on an upgrading frenzy last year, increasing the number of 3D screens in preparation for Avatar.

 

At its peak, in December-January, Avatar was showing on 263 3D screens - almost every 3D screen in the country at the time.

 

In its wake, some titles, such as Clash of the Titans, have been hastily converted to 3D in post-production to cash in on the growing appetite for the format.

 

US distributors began voicing concerns last year as the slate of 3D films grew bigger (30 3D titles will be released in the US this year), but the amount of time titles could spend on a 3D screen - the "release window" - shrank.

 

Now the race is on for more screens.

 

Pundits predict that in the next few years, almost a quarter of all cinema screens in the US will be 3D-capable.