Data on 3D performance in the UK

1. 3D in UK Cinemas
Alex Stolz
British Film Institute

2. Contents
1.
2.
3.
4.
3D Screens in the UK
Analysing 3D performance
Top 10 / Bottom 10 3D performers
3D Performance by genre

3. 1. 3D Digital Screens in the UK,
2006-2012

4. 2. Analysing 3D vs 2D Performance
What are audiences deciding to watch?
The 2D/3D Ratio
3D Site Average / 2D Site Average = 3D Ratio
e.g.:
£12,000 (3D site avg) / £10,000 (2D site avg) = 1.2 3D Ratio
A 1.2 3D Ratio could be considered the ‘break even’ as 3D ticket prices
are often 20% higher than 2D. So anything over 1.2 suggests audiences
are opting more for 3D, anything under 1.2 and they prefer the 2D option.

5. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
PLANES
£7,590,012
500
£987,547
391
2013
0.16
TITANIC
£175,926
178
£10,021,376
393
2012
25.80

6. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
DESPICABLE
ME
£5,888,627
372
£14,212,007
412
2010
2.17
DESPICABLE
ME 2
£34,762,218
531
£12,052,961
456
2013
0.40

7. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
THOR
£4,071,133
365
£9,526,299
434
2011
1.96
THOR: THE
DARK WORLD
£4,163,000
481
£3,845,000
461
2013
0.96

8. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
MARVEL’S
AVENGERS
£19,694,653
448
£30,241,002
438
2012
1.57
IRON MAN 3
£18,704,973
514
£16,486,214
485
2013
0.93

9. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
CAVE OF
FORGOTTEN
DREAMS
£85,146
7
£541,421
20
2011
2.22
ONE DIRECTION
– THIS IS US
£2,612,616
414
£5,273,331
443
2013
1.88

10. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
THE SMURFS
£9,226,381
432
£7,929,281
346
2011
1.07
SMURFS 2
£9,605,933
503
£2,331,939
420
2013
0.29

11. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
HUGO
£1,162,032
259
£4,430,868
365
2011
2.70
LIFE OF PI
£5,888,804
437
£23,952,146
422
2012
4.21

12. TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
PROMETHEUS
£7,353,114
455
£15,610,491
434
2012
2.22
PACIFIC RIM
£3,956,021
482
£3,070,928
402
2013
0.93

13. So audiences are falling out of love
with 3D right?

14. But then along came GRAVITY!
TITLE
GRAVITY
GROSS 2D
£1,899,203
SITES 2D
377
GROSS 3D
£19,422,584
SITES 3D
486
YEAR
RATIO
2013
NB Still on release. Data as of 25 November 2013
5.78

15. 3. Top 10 3D Ratio Titles
1
Titanic
25.80
2
Tron Legacy
7.82
3
Final Destination 5
6.70
4
Lion King, The (3D)
6.26
5
Gravity
5.78
6
Immortals
5.02
7
Alice in Wonderland
4.89
8
Monsters, Inc.
4.36

16. 3. Bottom 10 3D Ratio TITLES
10
Rise Of The Guardians
0.38
9
Sammy's Adventures 2
0.37
8
Monsters University
0.31
7
Smurfs 2
0.29
6
Hotel Transylvania
0.27
5
Tinker Bell - The Secret of th
0.21
4
All Stars aka All Stars 3D
0.17
3
Planes
0.16
2
Night Tales
0.15
1
Justin and the Knights of Valour
0.05

17. 4. Genre: Action & Adventure
Average ratio: 1.30
TITLE
THE WOLVERINE
STAR TREK INTO
DARKNESS
TRANSFORMERS:
DARK OF THE
MOON
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
£8,701,771
508
£4,996,321
469
2013
0.62
£12,699,853
503
£10,015,783
488
2013
0.81
£8,060,981
435
£18,597,801
441
2011
2.27

18. Genre: Documentary
Average ratio: 2.20
TITLE
JUSTIN BIEBER: NEVER
SAY NEVER
TT3D
KATIE PERRY: PART OF ME
GROSS 2D
SITES 2D
£291,471
219
£146,746
£427,196
GROSS 3D
SITES 3D
YEAR
RATIO
£2,027,190
357
2011
4.26
116
£1,193,047
227
2011
4.15
268
£747,345
252
2012
1.86

19. Genre: Family & Animation
Average ratio: 1.00
TITLE
TOY STORY 3
KUNG FU PANDA 2
RIO
MONSTERS
UNIVERSITY
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
£18,820,602
449
£53,299,277
409
2010
3.10
£8,389,378
442
£8,341,632
436
2011
1.00
£5,674,742
465
£7,890,394
403
2011
1.60
£23,619,321
523
£6,536,351
463
2013
0.31

20. Genre: Reissue
Average ratio: 8.33
TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
3D BEAUTY AND
THE BEAST
£292,782
124
£2,646,929
345
2012
3.24
£1,392,310
318
£11,030,295
402
2011
6.26
£204,968
138
£2,247,150
347
2013
4.36
THE LION KING 3D
MONSTERS INC.

21. Genre: Fantasy
Average ratio: 2.49
TITLE
IMMORTALS
HARRY POTTER
AND THE DEADLY
HALLOWS 2
THE HOBBIT: AN
UNEXPECTED
JOURNEY
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
£919,012
326
£5,324,815
376
2011
5.02
£34,823,979
454
£35,363,237
457
2011
1.00
£24,421,437
556
£24,216,072
479
2012
1.15

22. Genre: Horror
Average ratio: 3.01
TITLE
GROSS 2D
SITES 2D
GROSS 3D
SITES 3D
YEAR
RATIO
TEXAS
CHAINSAW 3D
£73,259
37
£1,921,693
252
2013
3.85
£466,408
193
£2,936,749
376
2013
3.23
HANSEL AND
GRETEL: WITH
HUNTERS

23. Thank you.
@alexstolz1