North Adams Cinemas Going 3-D
 Warner Bros. Studios
Sam Worthington may be the king of 3-D. The North Adams cinemas missed his turn in 'Avatar' but is hoping to catch him in 'Clash of the Titans,' opening April 2. |
Cinema owner George Gohl said on Monday that he's investing $40,000 in changing over two screens each at the North Adams cinema and at his Greenfield Garden Cinema.
"I'd like to be on the ground floor," he said. "We were planning to do the conversion for Greenfield when the North Adams operation sort of fell into our lap."
Gohl took over the operation of the theater last fall after its owner, Cinema North Corp., declared bankruptcy.
Speaking from the annual industry convention ShoWest in Las Vegas, Gohl said, "what we're doing is setting up the theaters to do the Technicolor 3-D process, which is a lot cheaper than the 3-D digital."
Most three-dimensional films take a year to a year and a half to process, he said, but the word at ShoWest is that 20 movies will be released in 3-D this year, and 20 the next year. If not more.
While a number of movies were set to be filmed in 3-D, the phenomenon that is "Avatar" has transformed 3-D from a curiosity into a money-making reality. The movie's made more than $2.6 billion worldwide, more than $200 million on Imax screens alone. The total box office take jumped 10 percent to $1.1 billion, 11 percent of which analysts say was from 3-D films.
(Director James Cameron is so pleased with "Avater" "Avatar" he's releasing his other blockbuster of the decade, "Titanic," on 3-D in 2012.)
"What I think the industry is waiting to see is what 'Clash of the Titans' does," said Gohl. "That was originally done in 2-D and is being converted to 3-D based on what 'Avatar' did.
"What I suspect is going to happen, my gut feeling, is if 'Clash of the Titans' does extremely well, you're going to see some of the summer blockbusters do that 3-D conversion process."
The big movie after "Clash," opening April 2, is "Ironman 2" and rumors have been circulating for months that the sequel will also have a 3-D release. Gohl expected Paramount Pictures to speak on the rumors during its presentation.
Gohl's shooting to get the technology in place in time for "How to Train Your Dragon," an animated 3-D film from Disney opening March 26. "We're going to cross our fingers and toes and hope it comes together, if not, we'll be pushing for 'Clash of the Titans.'"
The new screens were installed in North Adams in Cinemas 1 (whch is also getting a new digital sound system) and 7 last Thursday; the Greenfield crew was hanging theirs Monday. The (literally) silver screens took nearly two months to arrive and more equipment for the projectors hasn't come in yet.
The update's not just about staying with the latest trend — it's to fend off the lure of the Beacon Cinema and its three 3-D screens.
The shiny-new Pittsfield theater has been selling out screenings of "Avatar" for three months; it was still offering viewings as the latest 3-D feature "Alice in Wonderland" opened last weekend to sold-out crowds despite its critical drubbing.
"[Business] has definitely been affected by not having the 3-D process," said Gohl. "The Beacon is still playing 'Avatar' and not having 'Alice in Wonderland' in 3-D ... [the audience] is half of what they are for Greenfield."
He believes that once the new screens are operating, the convenience and ample parking for the downtown theater will stem the tide driving to Pittsfield. (The Regal Cinemas in the Berkshire Mall do not offer 3-D at this time, and neither do the cinemas in nearby Bennington, Vt.)
There will, of course, be a higher ticket price for the 3-D screenings but it hasn't been set yet; the Beacon charges $3 more. "People are willing to pay the really big bucks to see a movie in the 3-D format," said Gohl.
He plans a big advertising push once the screens are operating to get the word out.
"We're making an investment in North Adams," he said. "Hopefully, this will be the turnaround for North Adams."
