research findings - s3d exhibition

8/14/2019 Research Findings - S3D Exhibition

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Chapter 5.2

RESEARCH FINDINGS

STEREOSCOPIC 3D EXHIBITION

Week 1 Ice Age : Dawn of the Dinosaurs

Chart 5.1 - 2D Release Ticket Sales

Chart 5.2 - 2D Release Revenue Generation

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Week 1 Up



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Week 1 Up



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Week 2 Up



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Week 2 Up



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Week 3 Up



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Week 3 Up



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Week 1 Final Destination 4



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Average Ticket Price

Chart 5.37 - Ice Age 3 : Dawn of the Dinosaurs - July 2009

Chart 5.38 - Up September 2009

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Chart 5.39 - Final Destination 4 September 2009

Key Findings : Ice Age 3 Dawn of the Dinosaurs

Mumbai

In Mumbai, there were about 35 shows of Ice Age 3 in 2D screens as against 21shows in 3D screens. But the ticket sales of 3D screens is only 6 percent less than

that of 3D ticket sales.

But considering the revenue generation, with 21 shows and 6 percent less ticketsales, 3D movies could generate around 18 percent more revenues than 2D

screens.

During second week, the number of 2D shows was reduced from 35 to 20. But thenumber of shows in 3D remains the same. The ticket sales for 2D screens got

reduced from 3868 to 1611, which is 58.7 percent less than the opening week

ticket sales. Whereas, the ticket sales of 3D screens reduced only around 10

percent from 3638 to 3279.

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In terms of revenue generated during second week, with almost same number ofshows for 2D and 3D screens, 3D screens are able to fetch around 60 percent

more revenues than the 2D counterparts.

Again, considering the third week, the ticket sales for 2D screens crash by 61percent i.e. from 1161 to 627 whereas its only 16 percent for 3D screens.

During the third week, the revenues collected are around 83 percent more for 3Dscreens when compared 2D version. Between second and third weeks, the

revenues for 2D screens dropped by 60 percent from 2.2 lakhs down to around 90

thousand. But for 3D, the dip is only around 3 percent from 5.5 lakhs to 5.4 lakhs.

Delhi

Given the same number of shows, the first week ticket sales for 3D screens were58.5 percent higher than that of the 2D counterparts. In terms of revenues

generated, 3D screens could earn 3.7 lakhs whereas 2D could earn about 2.6

lakhs. This shows that, in Delhi, during the first week, 3D screens can earn 30

percent more than that of their 2D counterparts.

During the second week, with only 14 shows, 3D screens sold around 1453 ticketswhen compared to 2D screens, which sold only 858 tickets. This is around 40

percent more for 3D screens. In terms of revenues, even though the number of 3D

shows are one-third of the 2D shows, the revenues for 3D screens are only 16

percent less than that of the 2D version.

The number of 2D shows during the third week was reduced to one-third ascompared to second week. But, the number of shows for 3D screens, remain the

same as like that of second week. In terms of revenues, 3D screens could generate

around 21 percent more money than that of the 2D screens.


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Bangalore & Kolkata

Due to the very low number of 3D screens in the southern region of india, therevenues of 2D screens are 12 to 50 percent higher than that of the 3D screens.

This includes 2D screens having Gold Class which normally attract 50 percent

more cost per ticket. But still the difference in terms of ticket sales and revenues

are an average value.

Key Findings : Up

UP - In Mumbai

The difference in revenue generation for 2D screens between first and secondweeks is about 33 percent whereas, for 3D screens, the difference is only about

25 percent.

During the last week, the difference in revenues between 2D and 3D screens isonly about 16 percent. Given the fact that, the number of shows are reduced to

one-third, the revenue generated by 2D screens are only 10 percent of that

collected in the previous week. But given half the number of shows, when

compared to second week, 3D screens could till earn around 20 percent more

than the 2D screens.

Delhi

During the opening week, the ticket sales of 3D screens are about 2858 whereasfor 2D screens, its about 1163. This again comes to around 59 percent more

ticket sales.

When it comes to the revenues, 3D screens could make about 66 percent morerevenues than the 2D version. 2D screens collections are roughly about 1.8 lakhs

and for 3D, its about 5.6 lakhs.


23/28

Coming to second week, the ticket sales for 2D movies drastically dips i.e. its 78percent less than the opening week sales. But in case of 3D ticket sales, its only

35 percent less than the opening week sales.

During the second week, the revenues generated by 2D screens are only 10percent of that collected by the 3D screens. 2D screens could make only around

33 thousand for the whole of second week whereas 3D screens could make

around 3.8 lakhs.

Even though the number of shows for both 2D and 3D screens were only 7 innumber, during the third week, the revenues generated by 3D screens are about

58 percent higher than that of their 2D version.

Kolkata & Bangalore

As like the analysis of Ice Age, the ticket sales and revenues generated by 2Dscreens are distinctly higher than those of 3D screens. This could be explained

by the fact that, the number of 3D screens in eastern and southern parts of India

are very minimal and the penetration is slowly happening.

But, a significant amount of theatres in south have Gold Class and Silver class,other than the normal classic screens. There is a huge revenue potential from

south, provided, at least major theaters will be equipped for 3D.

Key Findings : Final Destination 4

Mumbai

About 3925 tickets were sold in 56 shows for opening week of Final Destination4. But having only 49 shows, about 3448 tickets were sold for the 3D version of

the same movie. This indicates that, even with one show less per day, still 3D

screens sold only 12 percent less than their 2D versions.


24/28

The opening week collections for 2D screens are about 15 percent more than their3D versions. But the scenario is totally different when the movie entered the

second week. 32 percent is the difference between the 2D and 3D versions. This

holds true, when only one show per day was reduced, in 3D screens, when

compared to previous week. The ticket sale during the second week is also 30

percent higher for 3D screens.

Delhi

As like the movies discussed before, the ticket sales during the opening weekwere 38 percent more for 3D screens than their 2D counterparts. Relatively, the

revenues for 3D screens are 18 percent higher than their 2D counterparts.

Owing to the experience and the superior movie viewing experience, 3D versioncould sustain the revenues in the second week as well and it could generate

around 57 percent more money than the 2D version.

Key Findings of ATP Comparison

Looking at the Average Ticket Price (ATP) across the four regions, it is evident from

the figures that, northern regions charge from anywhere around 3 percent to 25 percent

more for stereoscopic 3D versions of the movies in consideration.

Given the fact that the penetration of stereoscopic 3D technology is less in East and

South, 2D screens charge anywhere between 4 percent and 18 percent higher prices than

the 3D version of the same movie. Thanks to Gold Class facilities in both these cities,

the highest ticket price is around Rs.500 per seat.


25/28

Key Findings of Audience Research

Out of the sampled audience, 83 percent are multiplex audiences and out ofthat, close to 60 percent of them has already experienced an S3D movie in the

recent past.

Most audience from North and West has watched the S3D movie recently.Whereas those from East and South, had watched a S3D movie around 5 to 10

years back.

44 percent of audiences, who have watched S3D movies, liked the immersiveexperience whereas around 38 percent of the audience has responded that they

feel close to reality, while watching an S3D movie.

10 percent of those who have already experienced an S3D movie liked theamount of detail those movies focuses on and, around 4 percent of the

audience just felt excited about the movie watching experience.

Around 70 percent of the audience surveyed has given preference to watchS3D movies over normal 2D movies given a choice.

31 percent of the audiences are willing to pay up to 40 percent higher rates toget the superior experience that S3D is capable of providing.

Around 55 percent of the audience has shown willingness to watch a wellmade Indian stereoscopic movie, if one gets made sooner or later.


26/28

Recommendations

As S3D movies have the capability to give a superior movie watchingexperience to the public, they will be highly received by the moviegoers.

Blame game should be avoided: Indian Producers are not willing to produceS3D movies stating the fact that there are not sufficient Exhibition centers to

exhibit such movies. Exhibitors defy that argument stating that there is

insufficient S3D content in India for them to equip their theaters for S3D, which

involves high CapEx for them.

Reports from all over the world says that, Hollywood movies have alreadystarted making their movies in Stereoscopic 3D. Though it involves higher costs

to produce S3D movies, the returns are three fold. There has always been a very

good response to S3D movies all across the globe. Provided there is a quality

content unlike the usual masala and formula movies of India, S3D has got a

great scope in the sub-continent.

Installation of D-Cinema across the country. Enabling a screen for Stereoscopic3D is much easier than to enable an analog screen. As most of the multiplex are

on their way towards digitizing their centers, more such digitization should

happen throughout India for the S3D movies to get exhibited across the country.

More players should involve in Digitalization. At present very few players likeScreabble, UFO and Qube Digital are in the market, involving in Digitalization

of the existing exhibition centers. More players should enter the market to make

sure digitalization of cinema happens at much faster pace, than the present

routine. This will in turn help S3D movie market to grow and the costs per ticket

will get reduced.


27/28

S3D movies should be encourage to reduce piracy to a great extent. The majorthreat to the media industry for quite a long time is the issue of piracy.

According to KPMG report on Indian Media & Entertainment Industry - 2009, a

huge chunk of about INR 20 billion is lost due to piracy. Encouraging

Stereoscopic 3D movies would greatly reduce the piracy in the country. This is

mainly because of the fact that, S3D movies require polarized glasses to view

and they appear blurred to the naked eye. This aspect of the S3D movies along

with the digital content will make it almost impossible for anyone to copy the

content from any exhibition center, as it happens at present.

Industry Talent should be trained for production of S3D movies. Yet anotherreason for the Indian movies to have lot of flaws is due to minimal amount of

trained professionals in the industry. More than 70 percent of the workforce in

the media industry learns different things through experience. There is no formal

training available as like it happens in the international market. So, people

working in industry, as well as those who will be involved in S3D movie

production, should be trained well before involved in work. This will ensure

superior outputs and steep learning curves in the industry post-training period.

Outcome of the Overall Study

Overall the study gives a clear picture about the superiority of S3D movies over the 2D

version of the same movies both in terms of the movie watching experience from the

audience perspective and the business it generates from the industry point of view.

It also provided insights into the complications involved in the production of S3D

movies, which majorly states about the higher production costs involved. But quality

always comes with a cost and this is no exception to that saying.


28/28

Unlike the S3D wave during 1920s and 1950s, which created a huge hype but failed

drastically to provide the superior experience, it is expected to deliver, this time, its

definitely has an impact on the audience in more positive manner. The audience

research clearly gives a picture of the overall liking of the audience towards S3D

movies of this decade. This was majorly possible through the advent of digital

technologies across the globe.

research findings - s3d exhibition

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