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Marcus Theatres Adding 3D Installations

Posted on Monday, October 5th, 2009 2:25 PM

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Theaters must like what 3D is doing for them, because we have yet another announcement of more 3D installations! This time, Marcus Theatres has announced that they are adding 3D Digital Cinema Projection capability to the following locations:

First 3D Installation

Second 3D Installation

These new installations will be ready for the opening of Avatar 3D, James Cameron’s new 3D movie, on December 18, 2009. According to the press release, Marcus Theatres will offer digital 3D at 32 locations in seven states after these are completed, bringing the chain up to 60% of its first-run locations having digital 3D technology.

"Expanding our digital 3D footprint is part of our growth strategy, as the studios produce more and more digital 3D films. With up to 14 digital 3D films scheduled for release in 2010, this powerful technology is expected to continue to have a positive impact on our box office," said Bruce J. Olson, president of Marcus Theatres.

One of the reasons theaters probably like 3D is that they usually charge a premium for 3D shows. A quick check through some of the Marcus locations that have 3D shows that they charge an additional $3.00 over the regular price of a movie ticket. This amounts to 30% or more of an upcharge, which can be a substantial revenue source if the movies are successful enough to cover the initial installation fee in a short amount of time.

Like the announcements last week for Cinemark and Pacific, the new systems will be provided by RealD, which is one of the leading vendors for 3D technology.

Source: The Marcus Corporation Press Release

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Please Note: These comments are submitted by the readers of The BigScreen Cinema Guide and represent their own personal opinions, and do not represent the views of The BigScreen Cinema Guide, or any of its associated entities.

Oct 8, 2009 - DavidEMartin  

The Marcus Corp is also raking it in by forcing patrons to buy new 3D glasses each time they go to the theater. Despite the fact that folks can reuse the same glasses over and again, the ticket sellers are required by management to sell them a new pair each time. "Oh, but you can recycle them as you leave the theater" they offer. My response? How about letting me recycle the extra dollar or two they charge!  

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