[2011 trends] 3D in cinema: host of new opportunities

And cinemas will no longer just show the latest blockbusters; they are shifting into a much broader territory. The possibilities are endless and exciting and point to an exciting 2011 in cinema.

The cinema experience

Experience in cinema will become more critical as customers look for more than just a great movie. In addition to sight and sound, closer attention is being paid to the physical environment with seating configurations, for example, becoming much more luxurious and innovative to include bean bags, large luxury single seats and double-seat configurations. [Would someone please fix up the toilet experience, too, especially at Sandton City? - managing ed]

3D growth - product and quality

While 3D has been around for decades, the new digital format combined with 3D digital recording has allowed for the quality and quantity of 3D films to become more viable.

There will be more and better 3D films, as well as the launch of new franchises, particularly in 3D. These include The Hobbit, Tron, Tintin and The Smurfs. We will also see many re-releases in 3D, including Titanic and Star Wars, and the reinvigoration of franchises such as Spiderman 4 with a new lead.

Perhaps worth watching is the role of 4K in the future, particularly in the 3D space.

Art films - back to pure art

SA will remain one of the few countries worldwide to offer a dedicated art cinema circuit. There will be a trend back to pure art films and rare content, alongside the best foreign language films, award-winning productions, and film festivals.

Rise of 3d advertising

Over the next five years, 90% of the world's commercial advertising screens will be converted to Digital D-Cinema. 3D advertising will also increase with the greater 3D screen penetration underway.

Digital cinema offers advertisers a host of advantages including: constant and consistent commercial quality, shorter lead times allowing advertisers to take advantage of last minute opportunities, a major reduction in production costs, opportunities for local and regional advertising as well as alternative content screening, greater creative flexibility, strategic advertising and point of purchase retail advertising opportunities and a strategic link from on-screen to foyer.

Non-traditional content

Cinema will continue to see growth as a channel for alternative or non-traditional film content.
The huge success of the New York Metropolitan Opera cinema screenings prompted various other theatre productions to offer their material on the cinema platform, including the NT Live series (London's National Theatre) and "recorded live" events from Broadway.

The trend in 2011 will be growth in the theatre and music offerings, with live sporting events being the next big thing.