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JOURNEY DOES WELL IN 3-D THEATERS, NOT SO WELL IN OTHERS
Monday, July 14 2008
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About 57 percent of the weekend revenue for Journey to the Center of the Earth came from 34 percent of the theaters showing it -- those that were equipped with 3-D projection facilities, the Los Angeles Times reported today (Monday). Tickets at the 3-D theaters were priced at $3-4 above those at 2-D-only houses. The newspaper observed that revenue for Journey was considerably diminished by the shortage of theaters capable of screening it in 3-D. Although producers had initially expected that they would be able to screen the film in 1,400 theaters, they were only able to line up 954. (Nevertheless, it represented the widest release ever of a film in digital 3-D.) The remaining 1,857 showed it in conventional 2-D. Michael V. Lewis, chairman of RealD, whose technology was used in the film, said he was "ecstatic" about the initial response. "This demonstrates the power of 3-D and we are going to continue to roll out the technology on a global scale as quickly as possible," he told the Times.
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