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A 3D movie brings in more than twice the amount of sales as the same 2D movie

This week, Dolby Laboratories along with Infitec announced that Dolby will be integrating Infitec's 3D movie technology into theaters nationwide. The technology by Infitec was designed in conjunction with Daimler Chrysler for use in automotive design applications, but the technology is now moving to the silver screen. Dolby will be taking the 3D technology and applying it to 35mm film projectors used in theaters.

According to Dolby, Infitec's 3D technology is cheaper to deploy that the current system by Real D. Reports indicated that Real D systems are currently in use in more than 200 theaters across the US. However, many of today's 3D capable cinemas use expensive battery-powered 3D glasses to deliver the effect. Also, the images need to be projected on special silver screens which also add to the cost. Dolby said that Infitec's technology uses inexpensive polarized glasses and the video can be projected onto existing white screens. According to the press release:

The new 3-D technology will provide exhibitors with a 3-D solution for digital cinema that offers superb quality as well as operational flexibility from Dolby, the leading supplier of innovative technologies to the cinema industry. Dolby's 3-D technology solution will integrate with the Dolby(R) Digital Cinema system to provide exhibitors with a compelling enhancement for moviegoing audiences that can't be duplicated outside the cinema.

Research done by Dolby indicated that a 3D film can pull in twice as many sales as its 2D equivalent. Columbia Pictures' Monster House for example had twice as many viewers as its 2D version. Dolby believes that by delivering 3D to more animated movies, the viewing experience is more involving. The sales figures speak for themselves.

Dolby has installed its digital projection system into more than 160 theaters worldwide and is expecting that number to grow. Dolby's senior vice president for its professional division Tim Partridge said "recent 3D digital movie releases have demonstrated true audience demand. Per screen attendances for 3D digital screens have been more than double those of traditional showings, which is why we believe that combining the 3D experience with our Dolby Digital Cinema solution is a win-win proposition for exhibitors and moviegoers." The new 3D system from Dolby and Infitec will be available in spring of 2007.

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By lemonadesoda on 8/2/2006 1:21:22 PM , Rating: 2
Proper IMAX films are spectacular. I've not seen 3D IMAX yet.

But there are some commercial show-stoppers that get in the way of IMAX taking-off:

1./ The cameras are very very expensive. And there are very few of them.

2./ The film costs multiple times that of regular film.

3./ Editing studios are few and far between.

4./ Due to the nature of the format, it is not suitable for your typical "hollywood" movie. Creating movie sets for IMAX?... forget about it.

No matter what the format... IMAX, panavision, cinemascope, technicolor, Dolby, THX and Surround, and all the other technical advancements in the industry NOTHING substitutes for a good script, good acting and an inspirational director.

No matter how much money and technology you throw at a producer, technology cannot make a bad film "good".

***

Although I haven't seen 3D IMAX, does anyone have a view on what film genre will be successful on this format? (Other than nature and sports). All I can think of would be taking the "Disney" computer generated cartoons and upscaling the format to IMAX, and adding 3D content. I'd be interested to hear of any other good ideas.




By masher2 (blog) on 8/2/2006 1:29:35 PM , Rating: 1
> "No matter what the format... IMAX, panavision, cinemascope, technicolor, Dolby, THX and Surround, and all the other technical advancements in the industry NOTHING substitutes for a good script, good acting and an inspirational director."

Very true...but I think you're missing the point. The best movies in the world can still be watched at home. And-- once everyone has a HDTV and a HD videoplayer-- they'll look just as good as they will in the theatre. So why fight the traffic, crowds, to go sit in a theatre, just to wind up next to a crying baby?

This is all about bringing back "cinema experience" back to the cinema itself. An experience you can only get in a theatre...not on your couch.


By rrsurfer1 on 8/2/2006 3:13:31 PM , Rating: 2
Just a note - this new tech does not apply to Imax movies, at least that's not what I'm gathering. Imax movies are on film. This is digital technology for new digital projectors. So this 3D tech could be implemented on any standard theater that is upgraded to a new digital projector.


By jjunos on 8/2/2006 3:41:55 PM , Rating: 2
I'm not entirely too sure that matters since IMAX already runs 3D in all their theaters (ie. Superman Returns).


By masher2 (blog) on 8/3/2006 8:26:34 AM , Rating: 2
> "I'm not entirely too sure that matters since IMAX already runs 3D in all their theaters "

Imax does not run 3D in all their theatres...nor are all IMAx films yet shot in 3D.


By lemonadesoda on 8/2/2006 6:46:27 PM , Rating: 2
Nope, my point is that the number of IMAX, esp. 3D movies, will be very limited. The 4 points above will mean that only a very small percentage of films will be in this format.

And even if you DOUBLE or TRIPPLE the attendence at "3D" films, multiply this by the number of "3D" films relative to regular format, and it won't add up to much.

For some studios, for some genres, it will work. But for mainstream, the production issues are the limiting factor.


By masher2 (blog) on 8/2/2006 7:51:19 PM , Rating: 2
> "And even if you DOUBLE or TRIPPLE the attendence at "3D" films...it won't add up to much"

Dolby talking about doing far more than doubling or tripling the number of such theatres...it wants to bring 3D to the masses.


By FITCamaro on 8/2/2006 1:57:21 PM , Rating: 2
quote:
No matter what the format... IMAX, panavision, cinemascope, technicolor, Dolby, THX and Surround, and all the other technical advancements in the industry NOTHING substitutes for a good script, good acting and an inspirational director.


Damn if that isn't the truth. One of the main reasons theatre attendance has gone down is because most of the movies coming out are complete crap. I hardly go to the movies anymore because something like Final Destination 3 isn't worth seeing. Its just the same crap over and over again with maybe a change in scenery. Horror and slasher films are retarded to begin with, much less making sequels on top of sequels.


By Mojo the Monkey on 8/2/2006 2:14:37 PM , Rating: 2
That has always been the state of the movies. They didnt JUST get bad, there has always been a glut of bad material. The better stuff eventually weeds itself out. Name a time in the industry when MOST of the movies coming out were not crap. (% wise).

on topic: w000 3D! (heheh)


By jjunos on 8/2/2006 3:45:28 PM , Rating: 2
I think the place where this would shine is defintely the Pixar/Disney/3d animated films.

And if you've seen Superman Returns in IMAX (in new 3D! oooo), I think you can see that most of the studios think the same thing. All the previews at the start (which were also in 3d) were all the big name 3d animated films (happy feet, ant bully, etc).

Which kind of make sense. I mean, instead of filming an entire movie in that fashion, why not just implement some sort of algorithm to a digital film and be done with it? (please excuse my obvious ignorance in how difficult it might be lol).


and what kid wouldn't want to see their cartoons in 3d!


By masher2 (blog) on 8/2/2006 7:49:25 PM , Rating: 2
> " mean, instead of filming an entire movie in that fashion, why not just implement some sort of algorithm to a digital film and be done with it? "

Good question. That's what was done to the movie Superman-- the 3D effect was digitally generated. The only problem is its not as impressive as scenes filmed natively in the 3D process. Its similar to the different between a native HD broadcast, vs an "upsampled" DVD.



Finally
By Rage187 on 8/2/2006 12:24:22 PM , Rating: 4
About time the movie industry tried to innovate instead of litagate.




RE: Finally
By White Widow on 8/2/2006 12:48:43 PM , Rating: 2
About time they took 3D beyond IMAX. When done properly, the effect is amazing, and definitley appeals to me. Imagine something like the Matrix done natively in 3D, viewed on a huge movie-thater screen...SWEET!


RE: Finally
By daveyd on 8/2/2006 12:53:48 PM , Rating: 2
Ahh the good ole days of wearing those blue and red glasses that always hurt your ears after awhile. I remember watching 3D movies that, when a 3D image was coming up, there was a little "Put on your glasses now" message .


RE: Finally
By Rage187 on 8/2/2006 12:55:55 PM , Rating: 2
they still put up the glasses icon for Superman Returns


RE: Finally
By rrsurfer1 on 8/2/2006 1:18:20 PM , Rating: 2
How dare they try and hinder all our starving lawyers...


Salvation and simulatneous release
By Ecmaster76 on 8/2/2006 12:16:00 PM , Rating: 5
Declining sales are a legitimate problem for traditional theatres. But home theatres cant compete with this, so this may be just what they need to get attendance up.

Also along the same lines, DVDs will no longer be competition, so this may enable more simultaneous releases of movies on the big screen and DVD (or HD/BD)




By rrsurfer1 on 8/2/2006 1:02:13 PM , Rating: 2
Not sure this is in the cards... I really can't see them doing simultaneous release of movies/DVD without it at least somewhat effecting movie house sales, which they won't allow.


One thing Dolby forgot:
By EarthsDM on 8/2/2006 1:55:15 PM , Rating: 2
Some people wear glasses! I saw Monster House in 3D with my girlfriend, and it was almost impossible to wear the special 3D goggles over our glasses. Not to mention the glasses are fit for children, they clearly don't expect adults to see their films : /




RE: One thing Dolby forgot:
By jjunos on 8/2/2006 3:47:40 PM , Rating: 2
LOL

well, I saw superman returns in IMAX 3D (not too sure how similar the glasses were..), but they seemed to have 2 sizes, the larger one that seemed to fit fine over my glasses.

Course, I guess if you got massive lens, perhaps not? ;)


By KristopherKubicki (blog) on 8/3/2006 6:32:50 AM , Rating: 2
When I saw superman returns I was slightly dissapointed that I could not really experience the 3D aspect -- my glasses are polarized and rather than get a 3D view, I sort of just got the view of two images on top of each other in both eyes :(

I ended up taking off my glasses for the 3D parts since the screen was 5 stories high anyway :)


.....
By tk109 on 8/2/2006 12:09:43 PM , Rating: 2
I haven't seen a 3D movie in over a decade or more. The last one I saw was Micheal Jacksons captain EO at Disney World and Jaws 3D before that. But man is it cool. I'd totally skip a normal movie to go see the 3D version of it :)




RE: .....
By masher2 (blog) on 8/2/2006 12:41:44 PM , Rating: 2
I've seen a couple 3D IMAX films recently. If its filmed in "native" 3D (two cameras filming at all times), the technology truly is astounding. If the film is retrofitted with simulated-3D later, its less so...but still a step above the old 3D movies of past decades.


Dolby
By Wegmans on 8/2/2006 12:09:07 PM , Rating: 3
Can't wait to try it out!




By sintaxera on 8/2/2006 1:25:37 PM , Rating: 2
Just saw it this weekend. It made a mediocre movie very immersive and captivating. Of course, like any technology, people will grow accustomed to its WOW Factor.




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