Despite significantly higher ticket prices for Dr. Seuss's The Lorax at 3D theaters and despite the fact that those theaters accounted for 62 percent of those showing the movie last weekend, 48 percent of the revenue for the movie came from theaters showing it in 2D, BTIG analyst Richard Greenfield observed on Wednesday. 2D theaters also accounted for 58 percent of attendance, and on a per-screen basis, box office at 2D theaters was 60 percent higher than 3D non-IMAX theaters. Greenfield makes the case that the movie, which grossed $70.2 million at the box office, would have made even more if it had been released in 2D. He points out that 3D auditoriums are usually the largest ones in multiplex venues. Therefore, he notes, "it would appear that 2D auditoriums were packed, while 3D auditoriums were far from full. With 62% of the playdates this past weekend in 3D, we suspect that even more people might have chosen to see the movie if it had had more 2D screens to play on."

08/03/2012