Our share of market on the 3D cinema is 90

Film embossed tries to make a breakthrough in the rooms. The RMC operator just announced that he would pay his own equipment of 200 digital halls in 3D on the 400 that he owns in the hexagon. "It is the largest deployment in France." "We believe in this technology to attract a younger audience in the rooms and also combat piracy," said Jocelyn Bouyssy, General Manager of CGR cinemas.

The operator estimates that 124 Digital rooms will be equipped with the 3D of July 3, release date of "The Ice Age 3" animated film produced by 20th Century Fox. After digital cinemas at a cost of 50,000 to 60,000 euros per screen, operators must submit hand wallets to relief.

RMC has chosen the RealD technology, which projects an image in relief. To begin with, the operator had to buy metallic screens. "On average, it takes 3,000 euros by screen," said Bob Mayson, General Manager of RealD Europe." We equipped with 8,000 rooms in the world, including 2,000 in Europe. Our share of market on the 3D cinema is 90.

Addition to the operator the cost of the licence and sunglasses. Spectators should be fitted with a pair that costs the operator between 70 and 90 cents. After tests, RMC excluded Expand technology, which did not change the screen. "In return, he had to pay dearly, 30-35 euros, active polarized glasses." What we would have required to retrieve them and clean them at the end of each projection. "Hence the additional costs of logistics as case-sensitive, theft or loss of glasses", explains Jocelyn Bouyssy.

Already over 30 projects

Majors promise to operators that they recover the investment with a greater attendance of the rooms for the films highlight. The studios also believe that the audience will be willing to pay 2 to 3 euros more to see the films highlight. Evidence of their popularity, the majors are working on more than 30 projects in development. Already, Walt Disney released the design of animation in 3D "Volt" and, recently, it was the turn of DreamWorks Animation with "monsters against Aliens." But before the little equipped rooms, the studios are also obliged to offer their films in 2D.

"Walt Disney accepted we reverse 65 cents on the increase of 2 euros of the price of the tickets sold on the film in 3D"Volt"." However, Paramount wanted to increase the price of tickets for 3 euros for "Monsters against Aliens". We refused this award and distributed the film only in 2D. "You cannot take the Viewer to ransom," says Jocelyn Bouyssy.

Operators and majors conflicts multiply throughout. In the United States, the largest cinema chain, Regal Entertainment, refused to broadcast the animated film "The Ice Age 3" relief if Fox does not dependants sunglasses prices. A cost of $ 1 million. A rise of dating, the results are difficult to assess. "Volt" and "Monsters against Aliens" were both reported more than 250 million global box-office, but this figure is equivalent to a 2D animated film.

For all, it is measured by the success of "Avatar" the James Cameron blockbuster, the producer of "titanic", that it will evaluate the 3D craze. Scheduled end of the year, the film cost more than 200 million. Fails, the technology could sink... as the "Titanic".