Thursday, June 30, 2011

DARK OF THE MOON Enjoying 60% 3D Viewers

Even with the predecessors of DARK OF THE MOON being in 2D and thus carrying an expectation of seeing it again in the same format (just like KUNG FU PANDA 2, CARS 2 and PIRATES OF THE CARIBBEAN), Michael Bay's TF3 is achieving 60% of revenue from 3D screens thus far. Paramount enjoyed 70% 3D screen viewings on the Tuesday evening launch.

Personally I think TF3 would have performed much better on the opening day if they had not opted for the Tuesday evening launch as many more die hard fans would have seen the Wednesday screenings. Compounding the issue is that fact that ticket prices are slashed on Tuesdays (that $5.5m it made could have been $8 or $9m), erasing some of the early income that should have been generated. Regardless, it is still the sixth largest Wednesday opening ever, despite the downturn in the economy. Total box office to Wednesday night is ~$42.8m.

I'm going to see the IMAX version of DARK OF THE MOON as well. Can't wait to compare the formats.

Stats provided by Box Office Mojo.

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Jim Dorey
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