Theaters raise ticket prices for ‘Dragon’ in 3D
Brace yourself for some sticker shock this weekend if you head to the movie theater to see the new Dreamworks Animation film, How to Train Your Dragon — especially if you want to see it in 3D. Theaters are jacking up ticket prices by as much as 26% for the flick, according to spot checks by two Wall Street analysts.
Following the success of Avatar and Alice in Wonderland, theater owners believe that “consumers are so ‘hungry’ for 3D content…that they will not mind paying substantially higher prices,” says Richard Greenfield of investment firm BTIG in a report this week.
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