AMSTERDAM, Netherlands, June 23 /PRNewswire/ -- The Nielsen Company
today reported that there is strong consumer appetite for 3-D films, based
on a detailed analysis that showed a 65% sales increase in theatres using
3-D technology to exhibit their movies.
The analysis, which was unveiled today by Nielsen Preview at the Cine
Expo conference in The Netherlands, compared the film's performance in
comparable theatres with a proven track record in the action/adventure
genre. This like-to-like comparison provides a more sophisticated
understanding on the impact of 3-D than other studies that simply looked at
the performance of the movie in 3-D and 2-D theatres regardless of their
historical ability to attract action/adventure movies.
"With all the upcoming hype around 3-D, we wanted to take a hard look
and see if there is truly a consumer appetite for 3-D," says Ann Marie
Dumais, SVP, Nielsen PreView. "Our new research approach contrasted
theatres in such a way to demonstrate consumers, when given a choice, will
choose 3-D."
Nielsen PreView's 3-D study analyzed over 4,000 theatres in the United
States. The research found theatres with at least one screen exhibiting in
3-D had a 65% increase in box office sales compared to their 2-D
counterparts. Further, those theatres that chose to exhibit in 3-D on more
than one screen saw their sales climb yet even higher to 100% versus what
was expected, indicating that one 3-D screen per theatre may not be enough
to satisfy consumer demand.
While consumers have an appetite for 3-D films, they often lack
awareness and education around what 3-D is and where to find it. In a
recent Nielsen survey, 48% were unaware that their movie choices were even
available in 3-D. The numbers cited in this study are likely to go even
higher for the industry with increased marketing support and consumer
education.
About Nielsen PreView(TM)
PreView provides shared industry research on a collective and cost
effective basis to all interested members. http://www.NielsenPreView.com members
guide research topics by rating, commenting and voting on current and
future studies. Based on member feedback, Nielsen PreView links, models and
analyzes various Nielsen informational assets to provide members a shared
resource of insight and direction. Being a part of The Nielsen Company
enables Nielsen PreView to have access to some of the world's leading
experts and largest global data sources -- measuring consumer's movie,
music, TV, Internet and book preferences, as well as product and lifestyle
behavior.
About The Nielsen Company
The Nielsen Company is a global information and media company with
leading market positions and recognized brands in marketing information
(ACNielsen), media information (Nielsen Media Research), online
intelligence (NetRatings and BuzzMetrics), trade shows and business
publications (Billboard, The Hollywood Reporter, Adweek). The privately
held company is active in more than 100 countries, with headquarters in
Haarlem, the Netherlands, and New York, USA. For more information, please
visit http://www.nielsen.com.
SOURCE The Nielsen Company
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Related links:
http://www.nielsen.com
http://www.NielsenPreView.com
CONTACT:
Anne Saini, +1-646-654-8691, for The Nielsen
Company
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