DreamWorks Animation's Monsters vs. Aliens is the studio's first movie produced in 3-D technology. It's slated for a March 2009 release.
Courtesy DreamWorks
Courtesy DreamWorks
Studio execs have an odd conundrum: Box-office receipts have steadily grown but the number of ticket sales have not. Thanks to the proliferation of home theaters, movies-on-demand and portable video players, moviegoers have fewer reasons to actually "go" to a movie. The studios' solution? Hike ticket prices by a couple bucks apiece and ramp up production of 3-D movies.
"It's pretty clear right now that you can charge a premium for 3-D," says Doug Creutz, an analyst with Cowen & Co., who covers the entertainment industry. "We're probably talking about the difference between $15 and $10 [tickets]. And attendance is much better for 3-D movies."