Moviegoers demonstrated a tremendous appetite for 3D animation this weekend, propelling DreamWorks "Monsters vs. Aliens" to an estimated $58.2 million -- serving up the biggest box-office weekend of 2009.
Media by Numbers reports that "Monsters'" 2,080 3D screens -- out of 7,300 total screens -- accounted for 56 percent of the box-office take. In other words, ticket sales for 28 percent of the total screens contributed more than 50 percent to the box office.
"Monsters" also proved to be popular on IMAX 3-D screens. Those screenings earned $5.2 million -- on only 143 screens -- making the film the biggest debut ever for IMAX 3-D.
That's excellent news not only for DreamWorks, which has announced all its futue animated releases will be in 3D, but also for DW's competitor Disney and its slate of upcoming 3D projects.
Michael Lewis, CEO and founder of 3D technology provider RealD, said screenings on 3D screen contributed about $25 million to "Monsters'" box office. The take marks the biggest opening for RealD, which has installed 1,800 screens in North American theaters owned by AMC, Regal, Cinemark and others. On Thursday the company announced a new deal to add up to 1,500 screens in AMC theaters in the U.S. and Canada.
"We're pretty over the moon about it," Lewis said. "We expect the ratio to improve over the week -- 3D usually holds longer and people see it longer in 3D."
Lewis said "Monsters'" success could help convince Wall Street to invest in converting more theaters to digital technology, but business has been good for RealD despite the recession.
"Two thousand and six hundred of our screens have been installed worldwide. One thousand of those have been installed in the last few months. So despite the credit crunch, it's a pretty rapid growth and we expect that growth to continue," Lewis said.
Still, "Monsters'" runaway hit will certainly encourage the conversion to continue.
"Every time another movie comes out that does these kinds of numbers, it's further validation of what I think is a very good trend," Lewis said. "It's a much better experience and people are willing to pay for it."
Elsewhere at the box office, Lionsgate proved that counterprogramming can work when a studio is up against a guaranteed hit. The studio's PG-13 "The Haunting in Connecticut" reaped $23 million and landed in No. 2.
Meanwhile, the only other new release this weekend, Fox's "12 Rounds," pulled in a disappointing $5.3 million in the No. 7 spot. Last week's "Knowing" and "I Love You, Man" stayed strong, coming in at No. 3 and 4, respectively. Ticket sales for "Knowing" dropped only 40 percent and "Man" dipped a very small 29 percent.
Lionsgate president of domestic distribution Steve Rothenberg said "Haunting" performed better than expected. "The studio expected $20 million given its tracking. So, we're very pleased," he said, noting that 44 percent of "Haunting's" audience were between the ages of 17 and 24; 62 percent were female.
Rothenberg said "Monsters'" hit bodes well for the entire film industry, which could use the boost from a new, popular format.
