Three-dimensional film technology can transform the movie business, with viewers willing to pay a premium for it, two top movie industry executives said Wednesday.
Michael Campbell, CEO of Regal Entertainment Group, said box office results from the handful of 3D films released so far have convinced him of the "potential advantages for theaters, not just studios" in switching to digital projection systems that support modern 3D technology.
Campbell told analysts at a Bank of America conference that audiences are willing to pay premium ticket prices for 3D films, preferring them by a 2-to-1 margin.
Another deciding factor for Regal was a strong show of support for the new medium by Hollywood studios, among them Walt Disney and DreamWorks Animation SKG. The latter announced earlier this month that starting in 2009, all of its movies will be in 3D. The first one out the gate will be Monsters vs. Aliens.
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