The cost to equip just one theater auditorium with the current digital 3D process (the only system supported by all of the major film companies) is over $100,000.00. Being a small business in a small town, this is just not financially feasible.
Theaters trying to offset their equipment investment and associated costs like 3D glasses, and with the "strong encouragement" from film studios desperate for additional revenue charge moviegoers a significant increase in admission prices for a 3D presentation. For example, at the Krikorian theater in Redlands, ticket prices to see a 3D presentation are$14.00 for adults, seniors are $11.75and $11.25 for children.The Ultrastar Theaters and the Cinemark Theaters in Apple Valley charge an additional $3.00 to their already high ticket prices for a 3D presentation.
With normal ticket prices already high for most people, I am not willing to do this. I feel the vast majority of our customers would not or could not pay these ridiculous, inflated prices to see 3D movies most of which are poor-quality 3D "conversions" (movies not originally filmed in 3D but converted to 3D after-the-fact).
When digital 3D movies were first emerging, the novelty was fresh and many people chose to pay the additional fees. After nearly 80 percent of those who saw "Avatar" saw it in 3D, it was assumed that the format would quickly overtake theatrical distribution. But 3D's box-office trajectory has been pointing downward almost ever since, with moviegoers growing disinterested in paying higher ticket prices.
A recent article published by the well-respected financial services/market research company BTIG agrees: "We continue to believe the US consumer is frustrated by the excessive pricing of 3D and that the 3D experience is increasingly being viewed as a gimmick to squeeze more money out of moviegoers, with 3D often adding very little to a movie’s enjoyment (beyond eye fatigue and a headache). 3D technology is not the answer to making more money in the movie business - making great content and pricing it conservatively is."