Loren Nielsen, president and co-founder of Entertainment Technology Consultants, addressed 3D content during HPA’s 3D Super Session.
On genres, she suggested that animation”must be” 3D, and now horror is taking off. “It’s a natural,” she said, “because the box office has been so much bigger for 3D with horror. Maybe this only applies to horror films that are $15 million and above. But some horror films are being made for $5 million. … Foreign distributors are willing to pay more for 3D.”
What has the industry learned from “Avatar?” Nielsen suggested: “If you are going to make a tentpole, you better consider 3D and certainly release in the 3D format. Most of that has to do with box office. If you can get an extra $3-$4 for a ticket, you are going to get an uptick of 15% on your revenues.”
She concluded:
–We have a creative demand that is pushing 3D.
–Deployment of the hardware and content is driven by the premium revenue.
–There will be more 3D, and audiences are willing to paying more for it.
–Expect premium pricing for 3D channels.