In a study done on 3D by Morgan Stanley they stated that: “Our analysis of the early returns on 3D releases is that it is a net positive for the exhibitors but for the studios, early results are less clear. Our analysis of a typical 3D film release is that many do not recoup the additional 3D production cost. We also note that the number of 3D films is set to more than double in 2010 versus 2009 so the roughly  45% higher ticke prices will  be put to the test as more films are priced above 2D.