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Green Lantern 2D Earning More Than 3D

Jun 23 2011, 6:27pm CDT | by

Even with the 3D price premium...

Green Lantern 2D Earning More Than 3D
 
 

In a remarkable twist of fate, one of the most anticipated 3D action flicks is not really doing it for moviegoers.

Green Lantern wasn't a flop by any means. Its opening weekend saw box office revenue of more than $53.4 million. But what is curious about that figure is the breakdown of 2D tickets versus 3D tickets.

According to research group BTIG, the latest DC Comics-inspired popcorn fest received 55% of its ticket sales from people who saw it in 2D. Only 45% of the revenue came from those paying for the 3D experience.

That's a bad sign for 3D, for sure, but it's even worse when you realize that 3D movie tickets cost a good premium over 2D movie tickets.

The end result in terms of actual viewers is that only 36.4% of Green Lantern moviegoers saw the 3D version. A whopping 73.6% of attendees went for the more basic 2D version.

This is the same scenario as Kung Fu Panda 2, which also saw a vast majority of audiences not willing to pay the 3D premium. And Kung Fu Panda 2 was available on more 3D screens than was Green Lantern. The former premiered on 3,979 3D-equipped screens, while the latter only hit 3,200.

So what does this mean for the future of 3D? This isn't just a fluke; it seems to be a trend at this point.

BTIG analyst Richard Greenfield summed up his group's take on the numbers, saying in a statement, "There simply is not enough demand domestically for most movies in 3D to have them occupy 4,000 3D screens. We sense U.S. exhibitors have already over-expanded their 3D-screen footprint."

Via Hollywood Reporter.

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<a href="/latest_stories/all/all/6" rel="author">Mark Raby</a>
Based in New York City, Mark follows the consumer electronics industry like a hawk. A published book author, he has a particular affinity for 3D technology and video games, and as such will surely be in the market for a new pair of glasses soon. Mark can be contacted directly at mark@i4u.com.

 

 

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