CanMag - REAL D Digital 3D Monster House surpasses expectations...
CanMag- Box Office- Monster House 3D Box Office Exceeds
"3D in digital is much better than 3D in film. The technology in digital doesn't create the headaches that you have in 35 mm, because your mind doesn't have to adjust for imperfections in the speed of the film between the two projectors," said Joe Berchtold, president of Technicolor Electronic Distribution Services, when I interviewed him in February this year. A heightened entertainment experience, which includes, 3D, may be the only way that theaters can compete in the new age of digital multideliverables, video games, home theaters, and waning theatrical admissions.
The results of Chicken Little and now Monster House confirm this likelihood.
Read Excerpts:
The REAL D Digital 3D presentation of Columbia Pictures’ Monster House 3DMonster House also surpassed box-office expectations, grossing $22 million opening weekend.
[E]xceeded industry expectations, grossing $2.4 million opening weekend on only 178 screens in 162 theatre locations.
The 3D per-theatre location average for Monster House was more than $15,000 opening weekend, July 21. More than 11% of the gross for Monster House came out of the 178 screens that were playing the film in the REAL D Digital 3D format – this means that less than 5% of theatres showing Monster House delivered more than 11% of the box-office gross.
Monster House 3D audiences received comfortable, lightweight glasses that enabled them to view the motion picture in the REAL D Digital 3D format. Unlike traditional anaglyph (red and blue) 3D, REAL D Digital 3D leverages digital cinema projection technology to eliminate eye fatigue, ensuring moviegoers enjoy the most comfortable 3D viewing experience possible.
