Wednesday, September 28, 2022


July 18, 2011 by · 1 Comment 

For the London premiere of Harry Potter and the Deathly Hallows: Part 2, Warner Bros. removed the RealD 3D projection equipment and had it replaced with a Dolby 3D projector, which produces a brighter picture, according to BTIG media analyst Richard Greenfield. Greenfield, who has warned that moviegoers are becoming increasingly upset by 3D premiums and darker screen images, suggests that exhibitors erred when most of them “took options in return for RealD exclusivity.” Said Greenfield: “We continue to believe these exclusive relationships in the US were a short-sighted decision — the three majors should would have benefited from robust competition in the U.S. (similar to what we are seeing overseas).” Greenfield also asks, “If the largest studio in the U.S. [i.e. Warner Bros.] does not believe that RLD’s technology is adequate for its premiere event, why are they not pushing for technology change at the exhibitor level? Or are they?” Initial weekend sales totals did not indicate the percentage split between 3D and 2D for Deathly Hallows, but Greenfield forecasts that 60 percent of tickets sold will turn out to be for 2D showings.”