3D in UK Cinemas

Alex Stolz

British Film Institute

Contents

1. 3D Screens in the UK

2. Analysing 3D performance

3. Top 10 / Bottom 10 3D performers

4. 3D Performance by genre

1. 3D Digital Screens in the UK, 2006-2012

2. Analysing 3D vs 2D Performance

What are audiences deciding to watch?

The 2D/3D Ratio

3D Site Average / 2D Site Average = 3D Ratio

e.g.:

£12,000 (3D site avg) / £10,000 (2D site avg) = 1.2 3D Ratio

A 1.2 3D Ratio could be considered the ‘break even’ as 3D ticket prices are often 20% higher than 2D. So anything over 1.2 suggests audiences are opting more for 3D, anything under 1.2 and they prefer the 2D option.

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

PLANES £7,590,012 500 £987,547 391 2013 0.16

TITANIC £175,926 178 £10,021,376 393 2012 25.80

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

DESPICABLE ME £5,888,627 372 £14,212,007 412 2010 2.17

DESPICABLE ME 2 £34,762,218 531 £12,052,961 456 2013 0.40

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

THOR £4,071,133 365 £9,526,299 434 2011 1.96

THOR: THE DARK WORLD £4,163,000 481 £3,845,000 461 2013 0.96

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

MARVEL’S AVENGERS £19,694,653 448 £30,241,002 438 2012 1.57

IRON MAN 3 £18,704,973 514 £16,486,214 485 2013 0.93

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

CAVE OF FORGOTTEN

DREAMS£85,146 7 £541,421 20 2011 2.22

ONE DIRECTION – THIS IS US £2,612,616 414 £5,273,331 443 2013 1.88

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

THE SMURFS £9,226,381 432 £7,929,281 346 2011 1.07

SMURFS 2 £9,605,933 503 £2,331,939 420 2013 0.29

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

HUGO £1,162,032 259 £4,430,868 365 2011 2.70

LIFE OF PI £5,888,804 437 £23,952,146 422 2012 4.21

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

PROMETHEUS £7,353,114 455 £15,610,491 434 2012 2.22

PACIFIC RIM £3,956,021 482 £3,070,928 402 2013 0.93

So audiences are falling out of love with 3D right?

But then along came GRAVITY!

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

GRAVITY £1,899,203 377 £19,422,584 486 2013 5.78

NB Still on release. Data as of 25 November 2013

3. Top 10 3D Ratio Titles

1 Titanic 25.80

2 Tron Legacy 7.82

3 Final Destination 5 6.70

4 Lion King, The (3D) 6.26

5 Gravity 5.78

6 Immortals 5.02

7 Alice in Wonderland 4.89

8 Monsters, Inc. 4.36

9 Justin Bieber: Never Say Never 4.26

10 Life Of Pi 4.21

3. Bottom 10 3D Ratio TITLES

10 Rise Of The Guardians 0.38

9 Sammy's Adventures 2 0.37

8 Monsters University 0.31

7 Smurfs 2 0.29

6 Hotel Transylvania 0.27

5 Tinker Bell - The Secret of th 0.21

4 All Stars aka All Stars 3D 0.17

3 Planes 0.16

2 Night Tales 0.15

1 Justin and the Knights of Valour 0.05

4. Genre: Action & Adventure

Average ratio: 1.30

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

THE WOLVERINE£8,701,771 508 £4,996,321 469 2013 0.62

STAR TREK INTO DARKNESS £12,699,853 503 £10,015,783 488 2013 0.81

TRANSFORMERS: DARK OF THE MOON

£8,060,981 435 £18,597,801 441 2011 2.27

Genre: Documentary

Average ratio: 2.20

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

JUSTIN BIEBER: NEVER SAY NEVER £291,471 219 £2,027,190 357 2011 4.26

TT3D£146,746 116 £1,193,047 227 2011 4.15

KATIE PERRY: PART OF ME £427,196 268 £747,345 252 2012 1.86

Genre: Family & Animation

Average ratio: 1.00

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

TOY STORY 3£18,820,602 449 £53,299,277 409 2010 3.10

KUNG FU PANDA 2£8,389,378 442 £8,341,632 436 2011 1.00

RIO£5,674,742 465 £7,890,394 403 2011 1.60

MONSTERS UNIVERSITY £23,619,321 523 £6,536,351 463 2013 0.31

Genre: Reissue

Average ratio: 8.33

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

3D BEAUTY AND THE BEAST £292,782 124 £2,646,929 345 2012 3.24

THE LION KING 3D£1,392,310 318 £11,030,295 402 2011 6.26

MONSTERS INC.£204,968 138 £2,247,150 347 2013 4.36

Genre: Fantasy

Average ratio: 2.49

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

IMMORTALS£919,012 326 £5,324,815 376 2011 5.02

HARRY POTTER AND THE DEADLY

HALLOWS 2 £34,823,979 454 £35,363,237 457 2011 1.00

THE HOBBIT: AN UNEXPECTED

JOURNEY £24,421,437 556 £24,216,072 479 2012 1.15

Genre: Horror

Average ratio: 3.01

TITLE GROSS 2D SITES 2D GROSS 3D SITES 3D YEAR RATIO

TEXAS CHAINSAW 3D £73,259 37 £1,921,693 252 2013 3.85

HANSEL AND GRETEL: WITH

HUNTERS £466,408 193 £2,936,749 376 2013 3.23

Thank you.

@alexstolz1