Box office data for “Ice Age: Dawn of the Dinosaurs,” which opened last Wednesday, shows that theaters with at least one screen playing the film in 3-D generated on average, 1.4x as much in ticket sales as those that only showed the picture the old fashioned 2-D way. (A breakdown by individual screens within multiplexes was not available.)
The higher gross represents a mix of ticket price surcharges, which are typically $2 to $3 for digital 3-D, and higher attendance.
The ratio of grosses in theaters with 3-D screens to those that are 2-D only has declined significantly and fairly consistently since “My Bloody Valentine,” the first film this year to play on a mix of both, suggesting audience interest in the new format is waning.
Here’s how much higher ticket sales were for theaters with 3-D screens compared with theaters with only 2-D screens on the opening weekends for the five major releases so far this year (the numbers are based on studio estimates, as reported by The Times, Boxofficemojo.com and Variety):
“My Bloody Valentine 3-D”: 6.4x
“Monsters vs Aliens”: 2.1x
“Ice Age: Dawn of the Dinosaurs”: 1.4x