We are likely still in the part of the cycle where execs fear getting fired for not having done enough 3D. Right now 3D just equals higher revenue so they all say lets do more. I think 3D movies have really just revealed theater movie demand may be more price elastic than thought. With a good excuse to break the $10 barrier nationwide (3D) they may have found a way to move the whole market up $3 a ticket. The end result may just be a return to normal movies at new higher prices after a couple non-3D blockbusters remind studio execs that content is still king.
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