New Survey Finds 39 Million Adults Would Go To The Movies More Often For Feature-Length 3D Films

New Survey Finds 39 Million Adults Would Go To The Movies More Often For Feature-Length 3D Films

Survey Also Finds 43 Million Adults Would Pay More at Box Office for Unique 3D Experience

CAMBRIDGE, Mass., Dec. 19 /PRNewswire/ -- More than 39 million American adults would go to the movies more often if Hollywood offered more feature- length films in 3D, according to a new survey by Opinion Dynamics Corporation (ODC).

Results from a nationwide survey of 900 adults show that 12 percent of Americans -- roughly 26 million adults -- would go to the movies more often to see 3D movies. Another 6 percent -- 13 million adults -- would go more often depending on the types of films offered in 3D.

In the early 1950's, movie studios were losing audiences due to the rising popularity of television. Studios lured audiences back with 3D films, but their success was short-lived. Today, the movie industry is again faced with diminished ticket sales. In 2003, there were 29 films that grossed $100 million or more in the U.S.; in 2004 there were 24 such films and only 15 to- date in 2005.

Ticket price increases have somewhat offset the decrease in ticket sales, but the movie industry as a whole is showing signs of wear. Studios, movie theaters, production and distribution companies, projection systems makers and other industry influencers are trying to determine the content, formats and dissemination methods that can lure consumers back to the theater. Once again, companies in the industry are investing in 3D technology, which has been updated and refined for the modern audience. According to the latest public opinion research, moviegoers are warming to the trend.

The survey by ODC gauged consumers' attitudes toward feature-length 3D films, which have been primarily limited to animated fare. Last year, Warner Brother's blockbuster, The Polar Express, grossed close to $290 million worldwide; almost $50 million of that came from the 3D version of the film, which aired in IMAX(R) theatres. This year, Disney funded the nationwide installation of 85 digital projection systems with brand new, state-of-the-art 3D capabilities for the release of Chicken Little, which also showed significantly higher per-screen averages for the 3D version of the film.

"Given that there were only two feature-length 3D films released in 2005, there appears to be pent-up demand for 3D films, especially when feature- length, live-action 3D films come to market," said Richard Greif, project director at Opinion Dynamics Corporation. "Studios and theaters need something compelling to offer movie-goers, and 3D could be a big draw if enough highly entertaining films can be made. A well-made 3D movie can provide an audience with an unparalleled cinematic experience."

The Opinion Dynamics survey, entitled "Measuring the 3D Film Revolution: Understanding the Impact of New Technology on Movie Theater Visitation," is available in white paper form at http://www.opiniondynamics.com/audience.html. Key findings include:

* Fourteen percent, or 30 million adults, would pay $2-3 more to see a
feature length film in 3D, and another 6 percent, or 13 million adults,
would also pay more depending on the films offered in 3D.
* Almost one-half (48 percent) of Americans have seen a 3D film (of any
length), with 22 percent seeing it at a regular movie theater, 19
percent at an IMAX(R) theater and 7 percent at both types of theaters.
* If they were to see a 3D film, Americans are somewhat more likely to
prefer 3D effects that appear to come out of the screen at them (37
percent) as they are to prefer 3D effects that give better depth to
images on the screen (31 percent).
* More than one in four (28 percent) Americans go to the movies once a
month or more; 29 percent go several times a year; 23 percent go once a
year or less, and 20 percent do not go to the movies at all.

The future of the 3D movie is the latest research effort by Opinion Dynamics Corporation to measure consumer attitudes regarding entertainment. Founded in 1987 and headquartered in Cambridge, Mass., Opinion Dynamics Corporation is a national leader in market research, public opinion polling and consulting with a specialty in entertainment and media. ODC conducts research for media outlets, theaters, distributors, producers, museums and tourist attractions, including National Geographic Films, Smithsonian Business Ventures, Disney World, Destination Cinema, MacGillivray Freeman Films, Boston Museum of Science, FOX News Channel, the Giant Screen Theater Association and the Digital Sports Network.

Source: Opinion Dynamics Corporation

CONTACT: Richard Greif of Opinion Dynamics Corporation, +1-617-301-4640,
rgreif@opiniondynamics.com; or Margaret Brady of Morrissey & Company,
+1-617-523-4141, margaret@morrisseyco.com

Web site: http://www.opiniondynamics.com/

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