Hollywood hasn't marked a new summer admissions high since 2004, when 642 million tickets were sold, according to the National Association of Theater Owners.
Among notable genre trends, family films marked a string of successes this summer, and Disney/Pixar's Toy Story 3 was the season's biggest grosser at $406 million. But a still-low installed base of 3D cinemas kept some pics from securing even 2,000 3D engagements. Exhibitors have been busily equipping auditoriums for 3D since financing for systems started to flow this year, but a steady increase in the number of 3D releases means demand for 3D screens will continue to outstrip distributor demand for some time
"Almost every film that's come out in 3D has run into the prospect of losing screens earlier than it would have if there weren't such a competition for 3D screens," NATO spokesman Patrick Corcoran said Tuesday. "There aren't enough 3D screens to support more than 1-1/2 major 3D releases at a time."
Summer 2010 produced 11 films that rang up more than $100 million apiece, three fewer than last year. That simply means there were too few attractive films in the market, Corcoran suggested. "There's been too much emphasis on the increase in ticket prices," he said. "It's too quick and easy to point to ticket prices and say that's the reason a summer does better or worse. The difference in almost any year is how attractive the movies are to an audience."
But, as usual, the summer triggered a few likely franchises. Sony's Angelina Jolie star Salt looks likely to produce a second tale of CIA intrigue -- with the first ringing up a nifty $113 million and counting in sales -- and the studio's buddy-cop actioner The Other Guys also could book a sequel after crossing $100 million domestically. This should be interesting...
Universal's 3D animated feature Despicable Me will get a sequel after the family outing fetched $236 million in summer coin. Producer Avi Lerner promises a sequel to Lionsgate's ensemble actioner The Expendables, with director Sly Stallone hinting there will be new faces in the mix of butt-kicking mercenaries on the next mission.
I thought this summer was decent, but could have been stronger. However, I think a big reason for the possible downfall, is the fact that many are expecting the "big guns" in 2011. Viewers are anxiously awaiting what is set to hit theaters next year! But no need to mope about this year, because despite a declining economy folks still came to the movies!
*Reported by The Hollywood Reporter
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