The popularity of 3D cinema looks increasingly likely to come at a cost to the consumer, as a survey published by a Wall Street media analyst this week forecasts price hikes of as much as 26% ahead of the release of How to Train Your Dragon, which opens in 3D around the US on Friday.
Richard Greenfield of BTIG, an international trading company, surveyed 10 cinemas in the US, finding a recent 8.3% hike for 3D locations and an increase of 9.9% for 3D Imax screens. Adult 3D tickets look likely to increase to an average $14.73 (£9.80) from $13.60, with the cost for 3D Imax screens rising to $16.63 (£11.14) from $15.13.
The increase works out as an average of about $3 (£2) in most cases, rising to $5 (£3.40) in some cinemas in Los Angeles and New York. Imax prices remain higher still.
The price hike looks set to benefit both studios distributing the films and exhibitors screening them. Studios receive 45% to 55% of total box office, with variations according to the length of time the film has been playing.
"If consumers absorb the price increases without issue, we believe it bodes well for the pricing power of the movie exhibition industry," said the report.
"It appears that each theatre circuit has its own strategy related to price increases this weekend. Certain chains are raising prices across the board, some are focusing on the 3D ticket premium, and others are focusing only on raising adult ticket prices."
Currently quoted prices in the UK are around £16 for an adult Imax 3D ticket, and £12 for a regular Imax screening.