By: Jillian Wiegel
Posted In: News
Photo credit: Courtesy Twentieth Century Fox/MCT
Sam Worthington, left, as Jake Sully and Zoe Saldana as Neytiri star in action-adventure film, “Avatar.”
NEWPORT R.I. – Unbelievably, today’s cheapest form of entertainment allows a person to tame a wild dragon, fall down a deep, dark hole to an unknown world and be chased by gnashing piranhas, among other outrageous things, all while remaining in the comforts of one’s chair.
Movies have evolved drastically over time, and today are more high-tech than ever. Rather than just watching a picture on the screen, the audience is immersed in it through visual and audio effects, particularly in 3D films. The new advanced 3D screening technology is great for audiences now, but it could lead to problems for theaters in the future. Despite the possible dangers, theater owners are optimistic about 3D films and their impact on movie going. Melony Forcier, general manager of Island Cinemas in Newport, says that 3D films have positively affected ticket sales. 3D films are in a different price bracket due to filming and licensing fees. The increase in movie attendance has lead to an increase in revenue since the resurgence in 3D films. Island Cinemas only has one digital projector, which is required to show 3D films, yet this has proven to be profitable for the theater so far. Forcier attributes increased attendance to 3D films. “It’s not just a picture on a screen, it’s the sound, it’s the color, it’s the image, it’s the quality of the film,” Forcier said.” “It’s just an overall view of the film. It’s definitely better.” Forcier does admit to being bias. The sudden onslaught of 3D films will cause problems for theaters with only one digital projector because they will not have the capabilities to show all available 3D films at once. Christopher Harrington, assistant manager of Island Cinemas, remains hopeful in the future of the movies despite the possible problems 3D films introduce. “We’ve been on an incline for so long that it’s tough to see us going down,” Harrington said. “With the success of “Avatar,” 3D films will probably be around for at least five years because people will want to compete with “Avatar’s” numbers.” An MPAA movie attendance study shows that movies remain the cheapest form of entertainment, and this is something Harrington believes guarantees the success of theaters in the future. There are numerous factors which have spurred this 3D advancement in the movie-going experience, and these factors are present in both Rhode Island and the entire country. Dr. D. Matthew Ramsey, an English and film professor at Salve Regina University, explained that one reason 3D films have had a resurgence is piracy. Piracy is the unauthorized reproduction of film, and has become a serious problem. Studios are trying to regain control of their product, and 3D films help stop the taping of films in theaters to be illegally posted online. A second reason 3D films have made a comeback is the advancements in 3D technology and an increase in the capabilities for theaters to show 3D movies. Ramsey also believes 3D films allow studios to make more money. According to a study from the Motion Pictures Association of America in 2008, the average movie ticket price in the U.S. rose to $7.18, a 4.4 percent increase over 2007. With the increase in 3D films, ticket prices have gone even higher. A 2D film averages at $10, and a 3D film at $15. “I can charge you for the glasses, I can charge you for the film, I can charge you for IMAX,” Ramsey said. “So ultimately it becomes a good business model.” A different study from the MPAA shows a decrease in the number of people attending movies from 2006 to 2007. Ramsey believes 3D films are an attempt to revamp the movie industry and lure people back to the theater. “Now that we’ve got such large TVs and stereo systems, many people say ‘I’m not going to the theater, it’s too expensive, I can rent it for less than the 10 dollars I spend going to a movie,” Ramsey said. “I think in some ways this is an attempt to regain that kind of control.” Some are skeptical as to whether this attempt at boosting theater attendance will do more harm in the long run. The 3D films are more dazzling and flashy than 2D films, and may cause theater-goers to only look for films available in 3D. “I’m kind of cynical about 3D because I think ultimately it is just another step in a very bad evolution,” Ramsey said. “You are getting more and more of these tent pole movies that are used to support studios, pay for all the movies that don’t make money, so you are going to have expectations of having something like an “Avatar” every year to make up for all the smaller films.” Ramsey believes that smaller films, which are already having a hard time, are going to have an even harder time. Though movies like “Avatar” have caused an increase in movie attendance, many skeptics see a grim future for theaters. “I don’t like where 3D is taking us,” Ramsey said. Ramsey is not alone in his concern. Movie theaters have faced many new rivals over time, from cable television to DVDs, and more recently the introduction of Netflix and HD televisions. However, theaters have fought back by making the movie experience bigger and better, while still remaining the cheapest form of entertainment. Some find themselves wondering what could possibly come next.
