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You want to see 3-D? How about we charge you more for 3-D?!

Kim Hollis: Do you think that the widespread media reports about increased 3-D ticket pricing that took place effective this weekend had an impact on How to Train Your Dragon's opening?

Josh Spiegel: I don't know if there's a major quantifiable impact, but there's no question that it doesn't help the movie, or any 3D movie. The upside of a movie like Avatar doing so well in 3D is that people love the film; the downside is a story like this, with the exhibitors looking to empty our wallets even more. For me, the issue is whether the 3D is original or converted. For example, if I see Clash of the Titans, I'm not seeing it in 3D, because postproduction conversion to 3D looks (or, with Alice in Wonderland, looked) hideous. If the movie's not meant to be in 3D, why see it in 3D? With Dragon, the issue is interest; one day, sure, I'll see it. But I don't need to part with 15 bucks this weekend. That may have scared enough people away, though we'll never know.

Michael Lynderey: The ticket price increases surely don't help the film in theory, but it's possible the higher revenue from the tickets that were sold equalized the whole equation. Maybe the movie didn't do as well as it could have because the 3D backlash is already coming into effect, and the ticket price uptick is helping accelerate it. CGI animation in 3D isn't as new or fresh as live-action, so that familiarity with the subgenre was probably another factor.





Jason Lee: Though many people that showed up at the theater this weekend to watch How To Train Your Dragon may have been irritated by the higher costs, I doubt it stopped them from buying a movie ticket (can you imagine the complaining on the car ride home?). That said, I wonder if it'll make them think twice about paying for a 3-D screening in the coming weeks and months.

Reagen Sulewski: I find it somewhat hard to believe that after every single person in North America was taken by force to see Avatar that they wouldn't be aware of higher ticket pricing for 3D or that a new slight jump would keep them away. That said, Alice in Wonderland might have been a better weekend to do this for.

David Mumpower: I'm always dubious about these theoretical revenue losses that are supposed to negatively influence box office in a largely intangible way. In point of fact, I think Michael is correct that the ticket price increases for people who did go see the film tips the balance toward How to Train Your Dragon's box office being aided rather than deflated by such news. I'm certain a few people decided not to go see the movie because of rising ticket costs that cause consumers to make the determination about whether the appearance of a feature is enough to justify the expense. Many more people paid a couple more dollars a ticket, however, which is the endgame here. At worst, I see this as a draw but I lean toward a net gain in terms of box office.

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