The 3D version of F. Scott Fitzgerald’s classic, which was just tapped to be the opening night film at this year’s Cannes Film Festival and which Warner Bros plans to release in the U.S. on May 10, will provide an early indication of whether the extra dimension appeals to audiences who like dramas — and not just animation, action, and fantasy fans. “We’re really excited to see what the data points are,” RealD Chief Financial and Operating Officer Drew Skarupa said today of The Great Gatsby at the Piper Jaffray Technology, Media and Telecommunications Conference. The 3D technology company is also eager to see additional films that appeal to overseas audiences. When a movie is available in 2D and 3D, about 60% of international sales go to the 3D version as opposed to 45% in the U.S. That’s a problem because “the press and the Street tend to focus on the domestic numbers.” What accounts for the difference? “We’ve seen direct correlations between the number of 3D showtimes and box office,” Skarupa says. “We’d like to see in the U.S. markets a greater percentage of 3D showtimes.” Although theaters have had some success with older movies converted to 3D, including Disney’s The Lion King, he expects that trend to slow because the pipeline of new 3D releases is becoming crowded. The conversations may find more traction at homes where people have 3D televisions, he says.
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