Theaters weigh pros and cons of 3D conversion
By Nicole Norfleet
A string of 3D movie hits this year has independently owned theaters debating whether to splurge on new projectors, special viewing glasses and other gear to show the special flicks.
Adam Greenbaum spent about $150,000 in February to buy equipment for his two screens at the Visulite, in Staunton, Va. His timing paid off with the recent 3D releases of “Alice in Wonderland,”How to Train Your Dragon” and “Clash of the Titans”. Typically, the Visulite shows art films, and because there are often few new releases in the spring, ticket sales can be slow. But in March, the Visulite raked in more than $72,000 worth of ticket and concession sales, a nearly 400 percent increase from last year. It helped that a nearby competitor, part of the Regal Cinemas chain, has yet to add new projectors.
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