Kiwi cinemas must wait for 3D

Cinemas are rushing to invest in 3D, but global demand for the equipment means that it may be a while before the screens are commonplace in New Zealand.

The format is injecting new life into the cinema industry. Motion Picture Association member Mark Christensen says the success of Kiwi-made 3D blockbuster film Avatar has prompted a scramble for the technology.

Australian cinemas have greatly increased their 3D screen count, but New Zealand movie theatres are lagging behind, he says.

"The problem now is there are only a few manufacturers of the equipment, so now there's a worldwide queue."

SkyCity Cinemas operations manager Carmen Switzer says it is looking to boost its 3D presence, but the global demand for 3D projectors means "it is out of our hands".

SkyCity has about 12 3D screens, most of them in Auckland.

"We have plans for everywhere. We want at least one screen everywhere as soon as possible, and multiple screens where it makes sense."

3D had been gaining momentum, but Avatar "changed it for everybody", she says.

Mr Christensen says the costs vary, but upgrading to 3D can set cinemas back hundreds of thousands of dollars per screen. Cinema equipment must be compliant with the DCI digital cinema standard to screen 3D.

"It's a major investment for cinemas. It's the biggest technological change in the business in a long time - it's much bigger than digital sound."

But cinemas are finding the cost is worth it.

"It has revitalised the cinema exhibition market, that's for sure. If you've got a big enough population and market, then you make good money from 3D. That's why everybody is scrambling to put it in."

State Cinemas Nelson, of which Mr Christensen is a director, had 2D and 3D prints of Avatar and 95 per cent of moviegoers had opted to see it in the newer format. "That's pretty much the pattern worldwide. If there's the option to see it in 3D, people will."

3D tickets are usually about $3 more than the price of a normal movie, but cinemas do not get all of that, as they usually pay higher film rental.

3D movies due out this year include Shrek Forever After, Toy Story 3 and Harry Potter and the Deathly Hallows, and there will be nine movies in the format released over the five-week Christmas period, he says.

Despite the hype, most movies will remain 2D and the success of 3D movies will depend on how they are treated by Hollywood studios.

"It's whether they just treat 3D as special effects that are coming at you or whether they try to make good movies in 3D with a more immersive and realistic effect.

"If they go that way, it has a very long-term and solid future."

- © Fairfax NZ News