research findings - s3d exhibition
TRANSCRIPT
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Chapter 5.2
RESEARCH FINDINGS
STEREOSCOPIC 3D EXHIBITION
Week 1 Ice Age : Dawn of the Dinosaurs
Chart 5.1 - 2D Release Ticket Sales
Chart 5.2 - 2D Release Revenue Generation
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Week 1 Ice Age : Dawn of the Dinosaurs
Chart 5.3 - 3D Release Ticket Sales
Chart 5.4 - 3D Release Revenue Generation
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Week 2 Ice Age : Dawn of the Dinosaurs
Chart 5.5 - 2D Release Ticket Sales
Chart 5.6 - 2D Release Revenue Generation
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Week 2 Ice Age : Dawn of the Dinosaurs
Chart 5.7 - 3D Release Ticket Sales
Chart 5.8 - 3D Release Revenue Generation
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Week 3 Ice Age : Dawn of the Dinosaurs
Chart 5.9 - 2D Release Ticket Sales
Chart 5.10 - 2D Release Revenue Generation
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Week 3 Ice Age : Dawn of the Dinosaurs
Chart 5.11 - 3D Release Ticket Sales
Chart 5.12 - 3D Release Revenue Generation
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Week 1 Up
Chart 5.13 - 2D Release Ticket Sales
Chart 5.14 - 2D Release Revenue Generation
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Week 1 Up
Chart 5.15 - 3D Release Ticket Sales
Chart 5.16 - 3D Release Revenue Generation
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Week 2 Up
Chart 5.17 - 2D Release Ticket Sales
Chart 5.18 - 2D Release Revenue Generation
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Week 2 Up
Chart 5.19 - 3D Release Ticket Sales
Chart 5.20 - 3D Release Revenue Generation
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Week 3 Up
Chart 5.21 - 2D Release Ticket Sales
Chart 5.22 - 2D Release Revenue Generation
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Week 3 Up
Chart 5.23 - 3D Release Ticket Sales
Chart 5.24 - 3D Release Revenue Generation
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Week 1 Final Destination 4
Chart 5.25 - 2D Release Ticket Sales
Chart 5.26 - 2D Release Revenue Generation
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Week 1 Final Destination 4
Chart 5.27 - 3D Release Ticket Sales
Chart 5.28 - 3D Release Revenue Generation
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Week 2 Final Destination 4
Chart 5.29 - 2D Release Ticket Sales
Chart 5.30 - 2D Release Revenue Generation
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Week 2 Final Destination 4
Chart 5.31 - 3D Release Ticket Sales
Chart 5.32 - 3D Release Revenue Generation
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Week 3 Final Destination 4
Chart 5.33 - 2D Release Ticket Sales
Chart 5.34 - 2D Release Revenue Generation
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Week 3 Final Destination 4
Chart 5.35 - 3D Release Ticket Sales
Chart 5.36 - 3D Release Revenue Generation
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Average Ticket Price
Chart 5.37 - Ice Age 3 : Dawn of the Dinosaurs - July 2009
Chart 5.38 - Up September 2009
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Chart 5.39 - Final Destination 4 September 2009
Key Findings : Ice Age 3 Dawn of the Dinosaurs
Mumbai
In Mumbai, there were about 35 shows of Ice Age 3 in 2D screens as against 21shows in 3D screens. But the ticket sales of 3D screens is only 6 percent less than
that of 3D ticket sales.
But considering the revenue generation, with 21 shows and 6 percent less ticketsales, 3D movies could generate around 18 percent more revenues than 2D
screens.
During second week, the number of 2D shows was reduced from 35 to 20. But thenumber of shows in 3D remains the same. The ticket sales for 2D screens got
reduced from 3868 to 1611, which is 58.7 percent less than the opening week
ticket sales. Whereas, the ticket sales of 3D screens reduced only around 10
percent from 3638 to 3279.
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In terms of revenue generated during second week, with almost same number ofshows for 2D and 3D screens, 3D screens are able to fetch around 60 percent
more revenues than the 2D counterparts.
Again, considering the third week, the ticket sales for 2D screens crash by 61percent i.e. from 1161 to 627 whereas its only 16 percent for 3D screens.
During the third week, the revenues collected are around 83 percent more for 3Dscreens when compared 2D version. Between second and third weeks, the
revenues for 2D screens dropped by 60 percent from 2.2 lakhs down to around 90
thousand. But for 3D, the dip is only around 3 percent from 5.5 lakhs to 5.4 lakhs.
Delhi
Given the same number of shows, the first week ticket sales for 3D screens were58.5 percent higher than that of the 2D counterparts. In terms of revenues
generated, 3D screens could earn 3.7 lakhs whereas 2D could earn about 2.6
lakhs. This shows that, in Delhi, during the first week, 3D screens can earn 30
percent more than that of their 2D counterparts.
During the second week, with only 14 shows, 3D screens sold around 1453 ticketswhen compared to 2D screens, which sold only 858 tickets. This is around 40
percent more for 3D screens. In terms of revenues, even though the number of 3D
shows are one-third of the 2D shows, the revenues for 3D screens are only 16
percent less than that of the 2D version.
The number of 2D shows during the third week was reduced to one-third ascompared to second week. But, the number of shows for 3D screens, remain the
same as like that of second week. In terms of revenues, 3D screens could generate
around 21 percent more money than that of the 2D screens.
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Bangalore & Kolkata
Due to the very low number of 3D screens in the southern region of india, therevenues of 2D screens are 12 to 50 percent higher than that of the 3D screens.
This includes 2D screens having Gold Class which normally attract 50 percent
more cost per ticket. But still the difference in terms of ticket sales and revenues
are an average value.
Key Findings : Up
UP - In Mumbai
The difference in revenue generation for 2D screens between first and secondweeks is about 33 percent whereas, for 3D screens, the difference is only about
25 percent.
During the last week, the difference in revenues between 2D and 3D screens isonly about 16 percent. Given the fact that, the number of shows are reduced to
one-third, the revenue generated by 2D screens are only 10 percent of that
collected in the previous week. But given half the number of shows, when
compared to second week, 3D screens could till earn around 20 percent more
than the 2D screens.
Delhi
During the opening week, the ticket sales of 3D screens are about 2858 whereasfor 2D screens, its about 1163. This again comes to around 59 percent more
ticket sales.
When it comes to the revenues, 3D screens could make about 66 percent morerevenues than the 2D version. 2D screens collections are roughly about 1.8 lakhs
and for 3D, its about 5.6 lakhs.
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Coming to second week, the ticket sales for 2D movies drastically dips i.e. its 78percent less than the opening week sales. But in case of 3D ticket sales, its only
35 percent less than the opening week sales.
During the second week, the revenues generated by 2D screens are only 10percent of that collected by the 3D screens. 2D screens could make only around
33 thousand for the whole of second week whereas 3D screens could make
around 3.8 lakhs.
Even though the number of shows for both 2D and 3D screens were only 7 innumber, during the third week, the revenues generated by 3D screens are about
58 percent higher than that of their 2D version.
Kolkata & Bangalore
As like the analysis of Ice Age, the ticket sales and revenues generated by 2Dscreens are distinctly higher than those of 3D screens. This could be explained
by the fact that, the number of 3D screens in eastern and southern parts of India
are very minimal and the penetration is slowly happening.
But, a significant amount of theatres in south have Gold Class and Silver class,other than the normal classic screens. There is a huge revenue potential from
south, provided, at least major theaters will be equipped for 3D.
Key Findings : Final Destination 4
Mumbai
About 3925 tickets were sold in 56 shows for opening week of Final Destination4. But having only 49 shows, about 3448 tickets were sold for the 3D version of
the same movie. This indicates that, even with one show less per day, still 3D
screens sold only 12 percent less than their 2D versions.
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The opening week collections for 2D screens are about 15 percent more than their3D versions. But the scenario is totally different when the movie entered the
second week. 32 percent is the difference between the 2D and 3D versions. This
holds true, when only one show per day was reduced, in 3D screens, when
compared to previous week. The ticket sale during the second week is also 30
percent higher for 3D screens.
Delhi
As like the movies discussed before, the ticket sales during the opening weekwere 38 percent more for 3D screens than their 2D counterparts. Relatively, the
revenues for 3D screens are 18 percent higher than their 2D counterparts.
Owing to the experience and the superior movie viewing experience, 3D versioncould sustain the revenues in the second week as well and it could generate
around 57 percent more money than the 2D version.
Key Findings of ATP Comparison
Looking at the Average Ticket Price (ATP) across the four regions, it is evident from
the figures that, northern regions charge from anywhere around 3 percent to 25 percent
more for stereoscopic 3D versions of the movies in consideration.
Given the fact that the penetration of stereoscopic 3D technology is less in East and
South, 2D screens charge anywhere between 4 percent and 18 percent higher prices than
the 3D version of the same movie. Thanks to Gold Class facilities in both these cities,
the highest ticket price is around Rs.500 per seat.
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Key Findings of Audience Research
Out of the sampled audience, 83 percent are multiplex audiences and out ofthat, close to 60 percent of them has already experienced an S3D movie in the
recent past.
Most audience from North and West has watched the S3D movie recently.Whereas those from East and South, had watched a S3D movie around 5 to 10
years back.
44 percent of audiences, who have watched S3D movies, liked the immersiveexperience whereas around 38 percent of the audience has responded that they
feel close to reality, while watching an S3D movie.
10 percent of those who have already experienced an S3D movie liked theamount of detail those movies focuses on and, around 4 percent of the
audience just felt excited about the movie watching experience.
Around 70 percent of the audience surveyed has given preference to watchS3D movies over normal 2D movies given a choice.
31 percent of the audiences are willing to pay up to 40 percent higher rates toget the superior experience that S3D is capable of providing.
Around 55 percent of the audience has shown willingness to watch a wellmade Indian stereoscopic movie, if one gets made sooner or later.
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Recommendations
As S3D movies have the capability to give a superior movie watchingexperience to the public, they will be highly received by the moviegoers.
Blame game should be avoided: Indian Producers are not willing to produceS3D movies stating the fact that there are not sufficient Exhibition centers to
exhibit such movies. Exhibitors defy that argument stating that there is
insufficient S3D content in India for them to equip their theaters for S3D, which
involves high CapEx for them.
Reports from all over the world says that, Hollywood movies have alreadystarted making their movies in Stereoscopic 3D. Though it involves higher costs
to produce S3D movies, the returns are three fold. There has always been a very
good response to S3D movies all across the globe. Provided there is a quality
content unlike the usual masala and formula movies of India, S3D has got a
great scope in the sub-continent.
Installation of D-Cinema across the country. Enabling a screen for Stereoscopic3D is much easier than to enable an analog screen. As most of the multiplex are
on their way towards digitizing their centers, more such digitization should
happen throughout India for the S3D movies to get exhibited across the country.
More players should involve in Digitalization. At present very few players likeScreabble, UFO and Qube Digital are in the market, involving in Digitalization
of the existing exhibition centers. More players should enter the market to make
sure digitalization of cinema happens at much faster pace, than the present
routine. This will in turn help S3D movie market to grow and the costs per ticket
will get reduced.
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S3D movies should be encourage to reduce piracy to a great extent. The majorthreat to the media industry for quite a long time is the issue of piracy.
According to KPMG report on Indian Media & Entertainment Industry - 2009, a
huge chunk of about INR 20 billion is lost due to piracy. Encouraging
Stereoscopic 3D movies would greatly reduce the piracy in the country. This is
mainly because of the fact that, S3D movies require polarized glasses to view
and they appear blurred to the naked eye. This aspect of the S3D movies along
with the digital content will make it almost impossible for anyone to copy the
content from any exhibition center, as it happens at present.
Industry Talent should be trained for production of S3D movies. Yet anotherreason for the Indian movies to have lot of flaws is due to minimal amount of
trained professionals in the industry. More than 70 percent of the workforce in
the media industry learns different things through experience. There is no formal
training available as like it happens in the international market. So, people
working in industry, as well as those who will be involved in S3D movie
production, should be trained well before involved in work. This will ensure
superior outputs and steep learning curves in the industry post-training period.
Outcome of the Overall Study
Overall the study gives a clear picture about the superiority of S3D movies over the 2D
version of the same movies both in terms of the movie watching experience from the
audience perspective and the business it generates from the industry point of view.
It also provided insights into the complications involved in the production of S3D
movies, which majorly states about the higher production costs involved. But quality
always comes with a cost and this is no exception to that saying.
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Unlike the S3D wave during 1920s and 1950s, which created a huge hype but failed
drastically to provide the superior experience, it is expected to deliver, this time, its
definitely has an impact on the audience in more positive manner. The audience
research clearly gives a picture of the overall liking of the audience towards S3D
movies of this decade. This was majorly possible through the advent of digital
technologies across the globe.