This resulted in special low and high-brightness versions of 3D films being required. In the initial 3D days, even with the new digital cinema equipment, doing 3D well was beyond difficult, with extremely dim 3.5Fl (Foot lamberts) being the norm. Once experienced with digital, exhibitors become much more amicable to going fully digital as we are today. Many independent cinema owners were very reluctant to install a digital system until “Avatar” and the new 3D systems were on the horizon. The original “Avatar” film was an ignition point in the transition from film to digital. Can cinema exhibition make 3D a compelling option again? Especially if we can now do it right and bright? The historical digital 3D downward spiral
The conclusion we can take away from this data is that consumers are strongly attracted to bright 3D done right. Now we are in the 4th week, and based on my own small cinemas, the experience is that the 3D sessions are holding better than 2D.Īlthough not detailed information, it has been well circulated that high-brightness 3D experiences have the strongest bookings. Considering 3D was not in many locations, this shows a strong awareness of 3D and consumers seeking it out. This percentage has grown from around 48-49% on opening week. Looking at Numero stats, we can see that with “Avatar: The Way of Water”, over 52% of consumers saw the film in 3D. Where did Avatar: The Way of Water shine? In this SCO newsletter, we will take a look at the metrics of “Avatar: The Way of Water”, and how we can potentially leverage this in the future to become more competitive for consumers’ attention and attendance. “Avatar: The Way of Water”, has shown us, yet again, that 3D done right, is a compelling experience that consumers are willing to leave their homes for. Never has it been more critical to offer exclusive premium experiences that cannot be easily reproduced in the home. With the advent of living with COVID and the studio direct-to-consumer streaming era, we are in the middle of a new re-alignment in terms of attendance levels.
As when TV or VHS came into existence, consumer behaviour has been affected. Cinema exhibition is now in an era of change.
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