Research Findings - S3D Exhibition

Chapter 5.
RESEARCH FINDINGS
STEREOSCOPIC 3D EXHIBITION
Week 1 – Ice Age : Dawn of the Dinosaurs
Chart 5.1 - 2D Release – Ticket Sales
40  6000 
35 
35  4868 
5000 
30  28 
3868 
4000 
25 
21 
20  3000  No. of Shows 
15  2D Ticket Sales 
2000 
10  1278 
7 
1000 
5 
541 
0  0 
Mumbai  Delhi  Kolkata  Bangalore 
Chart 5.2 - 2D Release – Revenue Generation
800000  40 
35  737960 
700000  35 
600000  28  30 

529560 
500000  25  No. of Shows 
21 
400000  20 
2D Revenue 
Generation 
300000  264896  15 
200000  7  10 
77480 
100000  5 
0  0 
  43 
30  28  4000 

3638 
3500 
25  3086 
21  21  3000 
20  2717 
2500 
15  2000  No. of Shows 
10 
7 
1000 
820 
5 
500 
0  0 
700000  28  30 

628840 
600000 
25 
21  21 
500000 
20 
400000  376750 
406280  No. of 
15 
Shows 
300000 
3D 
10  Revenue 
200000  7  Generation 
65600  5 
100000 
0  0 
  44 
6000  28  30 

5126 
5000  25 
21 
20 
4000  20 
3000  14  15  No. of Shows 

2D Ticket Sales 
2000  1611  10 
1000  858  5 
549 
0  0 
900000  28  30 

801720 
800000 
25 
700000 
21 
20 
600000  20 
500000 
14  15  No. of 
400000  Shows 
2D Revenue 
223910 
182015 
200000 
5 
100000  63140 
0  0 
  45 
3500  25 
3279  22  3273 
21 
3000 
20 
2500 
14  15 
2000 
No. of Shows 
1500  1453  10  3D Ticket Sales 
7 
1000 
5 
500 
393 
0  0 
600000  25 
557435 
22 
21 
500000 
20 
470890 
400000 
14  15 
300000  No. of 
Shows 
10  3D Revenue 
200000  Generation 
152550  7 
5 
100000 
23540 
0  0 
  46 
4000  28  30 

3780 
3500 
25 
3000 
20 
2500 
2000  14  14  14  15  No. of Shows 
10 
1000  627 
471  5 
500  237 
0  0 
700000  28  30 
600000 
25 
580040 
500000 
20 
400000 
14  14  14  15  No. of 
300000  Shows 
2D Revenue 
10  Generation 
200000 
98425 
90450  5 
100000 
23710 
0  0 
  47 
3000  2756  40 

35 
35 
2500 
1987  30 
2000 
25 
20 
1500  20  No. of Shows 
14  1042 
1000 
10 
500  5 
160  5 
0  0 
600000  40 
541175 
35 
35 
500000 
30 
400000 
25 
20 
300000  20  No. of 
289440  Shows 
15 
124413  10 
100000  5 
5 
20540 
0  0 
  48 
Week 1 – Up
5000  40 
4500  35  4543  35 
4000 
28  30 
3500 
3000  25 
2500  20  No. of Shows 

1921 
2000  14  2D Ticket Sales 
15 
1500  1163 
7  10 
1000 
500  122  5 
0  0 
900000  40 
35 
800000  831785 
35 
700000 
28  30 
600000 
25 
500000  441500 
20  No. of 
400000  Shows 
15 
188008  10 
200000  7 
100000  5 
8370 
0  0 
  49 
Week 1 – Up
3500  25 
21  2858  21 
3000 
20 
2500 
14  15 
2000 
No. of Shows 
1500 
797  1167 
1000 
5 
500 
0  0 
0  0 
600000  565458  25 
21  21 
500000 
20 
400000 
14  15 
300000  No. of 
Shows 
200000  171095  229780  Generation 
5 
100000 
0  0 
0  0 
  50 
Week 2 – Up
4500  28  30 

4000 
25 
3500  3988 
21 
3000  20 
2500 
15  No. of Shows 
2000 
2D Ticket Sales 
1500  1182  10 
7 
1000 
5 
500  251 
0  0 
0  0 
700000  28  30 
665255 
600000 
25 
21 
500000 
20 
400000 
15  No. of 
296950  Shows 
300000 
2D Revenue 
10  Generation 
200000  7 
5 
100000 
33750 
0  0 
0  0 
  51 
Week 2 – Up
2000  1851  16 

14  14  14 
1800  14 
1600 
12 
1400 
1200  10 
1000  8  No. of Shows 
800  716 
600 
400  634  4 
200  2 
0  0 
0  0 
450000  16 
14  14  387925  14 
400000  14 
350000 
12 
300000 
10 
250000 
8  No. of 
200000  Shows 
3D Revenue 
6 
150000  128450  Generation 
4 
100000 
94920 
50000  2 
0  0 
0  0 
  52 
Week 3 – Up
1800  16 
14 
1600  14 
1400  1591 
12 
1200 
10 
1000 
7  7  8  No. of Shows 
800 
600 
400  4 
143  2 
200  69  0 
0 
0  0 
300000  16 
14 
14 
250000 
255930 
12 
200000 
10 
150000  7  7  8  No. of 
Shows 
2D Revenue 
6 
4 
50000  31350 
2 
10150 
0  0 
0  0 
  53 
Week 3 – Up
300  8 
7 
240  7 
250  6 
6 
200 
5 
139 
100 
2 
50 
1 
0  0  0 
0  0 
0 
30000  8 
26060  7 
24325  7 
25000 
6 
6 
20000 
5 
15000  4  No. of 
Shows 
3D Revenue 
3 
2 
5000 
1 
0  0  0 
0  0 
Mumbai  Delhi  Kolkata  0 
Bangalore 
  54 
Week 1 – Final Destination 4
8000  56  60 
7000  7532 50 
6000  43 
35  40 
5000 
3925 
4000  30  No. of Shows 
20 
14 
2000 
1157 
10 
1000  245 
0  0 
1400000  56  60 

1283210 
1200000 
50 
43 
1000000 
40 
815880  35 
800000 
30  No. of 
600000  Shows 
2D Revenue 
20  Generation 
400000  14 
248550 
10 
200000 
31110 
0  0 
  55 
4000  60 
3448 
3500  49 
50 
3000 
40 
2500 
28  1861 
2000  25  30  No. of Shows 
1500 
20 
1000 
539  1009 
10 
500 
0  0 
800000  60 
690830 
700000  49 
50 
600000 
40 
500000 
400000  28  30  No. of 

25  Shows 
305808 
300000 
20  Generation 
200000 
156600 
73300  10 
100000 
0  0 
  56 
3500  28  30 
3000  3297 25 
21 
2500 
20 
2000 
1500 
10 
1000 
500  5 
203 
0  0 
0  0 
600000  28  30 

546830 
500000  25 
21 
400000  20 
300000  14  15  No. of 

Shows 
100000  5 
43535 
0  0 
0  0 
  57 
1800  42  1631  45 

1600  40 
1400  35 
1200  30 
1000  25 
No. of Shows 
800  20 
14 
600  15 
400  7  7  10 
192 
200  5 
265 
0  0 
350000  42  45 

312115 
40 
300000 
35 
250000 
30 
200000  25 
No. of 
150000  20  Shows 
3D Revenue 
15 
100000 
7  7  10 
50000  28530 
45100  5 
0  0 
  58 
2500  25 
21 
2000  20 
1979 
1500  15 
No. of Shows 
7 
500  303  5 
0  0  0  0 
0  0 
400000  25 
350000  21 
349055 
20 
300000 
250000 
15 
200000  No. of 
Shows 
150000 
7  Generation 
100000  90100 
5 
50000 
0  0  0  0 
0  0 
  59 
250  8 
224 
7 
7 
200 
6 
150  5 
4  No. of Shows 
2 
50 
1 
0  0  0  0  0 
0  0 
0 
25000  8 
7 
20400  7 
20000 
6 
5 
15000 
4  No. of 
Shows 
3 
Generation 
2 
5000 
1 
0  0  0  0  0 
0  0 
Mumbai  Delhi  Kolkata  0 
Bangalore 
  60 
Average Ticket Price
Chart 5.37 - Ice Age 3 : Dawn of the Dinosaurs - July 2009
250 
200 
200  190 
180 
164 
146 
150  139 
110  2D 
100  90  3D 
50 
0 
Chart 5.38 - Up – September 2009
250  233 
190  194 
200 
180 
170  173 
150 
2D 
100  3D 
69 
50 
0 
0 
  61 
Chart 5.39 - Final Destination 4 – September 2009
250 
215  218 
200 
180 
170 
160  163 
150  142 
126 
2D 
100  3D 
50 
0 
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 21
shows 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 ticket
sales, 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 the
number 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.
  62 
• In terms of revenue generated during second week, with almost same number of
shows 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 61
percent 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 3D
screens 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 were
58.5 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 tickets
when 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 as
compared 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.
  63 
Bangalore & Kolkata
• Due to the very low number of 3D screens in the southern region of india, the
revenues 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 second
weeks 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 is
only 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 whereas
for 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 more
revenues than the 2D version. 2D screens collections are roughly about 1.8 lakhs
and for 3D, its about 5.6 lakhs.
  64 
• Coming to second week, the ticket sales for 2D movies drastically dips i.e. its 78
percent 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 10
percent 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 in
number, 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 2D
screens 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 Destination
4. 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.
  65 
• The opening week collections for 2D screens are about 15 percent more than their
3D 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 week
were 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 version
could 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.
  66 
Key Findings of Audience Research
• Out of the sampled audience, 83 percent are multiplex audiences and out of
that, 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 immersive
experience 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 the
amount 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 watch
S3D movies over normal 2D movies given a choice.
• 31 percent of the audiences are willing to pay up to 40 percent higher rates to
get the superior experience that S3D is capable of providing.
• Around 55 percent of the audience has shown willingness to watch a well
made Indian stereoscopic movie, if one gets made sooner or later.
  67 
Recommendations
• As S3D movies have the capability to give a superior movie watching
experience to the public, they will be highly received by the moviegoers.
• Blame game should be avoided: Indian Producers are not willing to produce
S3D 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 already
started 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 Stereoscopic
3D 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 like
Screabble, 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.
  68 
• S3D movies should be encourage to reduce piracy to a great extent. The major
threat 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 another
reason 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.
  69 
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.
  70 

Research Findings - S3D Exhibition

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Research Findings - S3D Exhibition

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Chapter 5.

Chart 5.1 - 2D Release – Ticket Sales

Chart 5.2 - 2D Release – Revenue Generation

600000 28 30

Chart 5.3 - 3D Release – Ticket Sales

30 28 4000

15 2000 No. of Shows

Chart 5.4 - 3D Release – Revenue Generation

700000 28 30

Chart 5.5 - 2D Release – Ticket Sales

6000 28 30

3000 14 15 No. of Shows

Chart 5.6 - 2D Release – Revenue Generation

900000 28 30

Chart 5.7 - 3D Release – Ticket Sales

Chart 5.8 - 3D Release – Revenue Generation

Chart 5.9 - 2D Release – Ticket Sales

4000 28 30

2000 14 14 14 15 No. of Shows

Chart 5.10 - 2D Release – Revenue Generation

700000 28 30

Chart 5.11 - 3D Release – Ticket Sales

3000 2756 40

Chart 5.12 - 3D Release – Revenue Generation

Chart 5.13 - 2D Release – Ticket Sales

2500 20 No. of Shows

Chart 5.14 - 2D Release – Revenue Generation

Chart 5.15 - 3D Release – Ticket Sales

Chart 5.16 - 3D Release – Revenue Generation

600000 565458 25

Chart 5.17 - 2D Release – Ticket Sales

4500 28 30

Chart 5.18 - 2D Release – Revenue Generation

700000 28 30

Chart 5.19 - 3D Release – Ticket Sales

2000 1851 16

Chart 5.20 - 3D Release – Revenue Generation

Chart 5.21 - 2D Release – Ticket Sales

Chart 5.22 - 2D Release – Revenue Generation

Chart 5.23 - 3D Release – Ticket Sales

Chart 5.24 - 3D Release – Revenue Generation

Chart 5.25 - 2D Release – Ticket Sales

8000 56 60

Chart 5.26 - 2D Release – Revenue Generation

1400000 56 60

Chart 5.27 - 3D Release – Ticket Sales

Chart 5.28 - 3D Release – Revenue Generation

400000 28 30 No. of

Chart 5.29 - 2D Release – Ticket Sales

3500 28 30

Chart 5.30 - 2D Release – Revenue Generation

600000 28 30

300000 14 15 No. of

Chart 5.31 - 3D Release – Ticket Sales

1800 42 1631 45

Chart 5.32 - 3D Release – Revenue Generation

350000 42 45

Chart 5.33 - 2D Release – Ticket Sales

Chart 5.34 - 2D Release – Revenue Generation

Chart 5.35 - 3D Release – Ticket Sales

Chart 5.36 - 3D Release – Revenue Generation

Chart 5.37 - Ice Age 3 : Dawn of the Dinosaurs - July 2009

Chart 5.38 - Up – September 2009

Key Findings : Ice Age 3 – Dawn of the Dinosaurs

600000  28  30 

30  28  4000 

15  2000  No. of Shows 

700000  28  30 

6000  28  30 

3000  14  15  No. of Shows 

900000  28  30 

4000  28  30 

2000  14  14  14  15  No. of Shows 

700000  28  30 

3000  2756  40 

2500  20  No. of Shows 

600000  565458  25 

4500  28  30 

700000  28  30 

2000  1851  16 

8000  56  60 

1400000  56  60 

400000  28  30  No. of 

3500  28  30 

600000  28  30 

300000  14  15  No. of 

1800  42  1631  45 

350000  42  45 