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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Entertainment > Article Home Business & Finance News U.S. Politics International Technology Entertainment Film Music People Television Arts Industry Sports Lifestyle Oddly Enough Environment Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters "Monsters vs Aliens" signals future 3-D successes Mon Mar 30, 2009 9:26pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Alex Dobuzinskis LOS ANGELES (Reuters) - DreamWorks Animation SKG's strong $59.3 million opening weekend for 3-D movie "Monsters vs. Aliens" signals that Hollywood's greater reliance on the third dimension is popular with audiences. Going into the movie's Friday opening, Hollywood was watching to see how commercially viable 3-D had become for big-budget films like the animated "Monsters vs. Aliens." The movie set an opening weekend record with more than $33 million on 3-D screens, and its total take of $59.3 million in the United States and Canada, including traditional 2-D theaters, was at the high end of analysts' forecasts. As a result, DreamWorks Animation Chief Executive Officer Jeffrey Katzenberg, one of the industry's biggest 3-D cheerleaders, said Hollywood is paying attention. "I think this is the beginning of an era and I think we're going to see a lot of very exciting films and filmmakers working using this new technique," Katzenberg told Reuters. While 3-D movies with comparatively smaller budgets have performed well in recent months, "Monsters vs. Aliens" cost more than $165 million. The last 3-D Hollywood film to approach that budget was the dog tale "Bolt," which has earned about $290 million worldwide since late November. "Monsters vs. Aliens," in which Reese Witherspoon voices a 50-foot-(15-meter-)tall newscaster recruited to help battle an alien invasion, played on 2,080 3-D screens in North America, making use of nearly every available screen equipped with the technology. About 40 3-D films are scheduled to play in theaters in the next three years. "My hope is that within the next 18 month in North America we'll get to 7,000 or 8,000 (3-D) screens, which is what we need to be able to accommodate two wide releases at the same time," said Katzenberg, whose studio will release all future movies in 3-D. THEATER GAP Analysts say "Monsters vs. Aliens" could have done better at the box office had the credit crunch not hampered the rollout of expensive digital equipment needed to screen 3-D movies. DreamWorks had originally hoped "Monsters vs. Aliens" would open on 5,000 3-D screens. Before the movie's release, Katzenberg had said he hoped theaters could charge a $5 premium for 3-D viewing of "Monsters vs. Aliens," But analysts said the surcharge averaged between $3 and $3.50. The average ticket price last year was about $7, according to the National Assn. of Theater Owners. Michael Lewis, CEO of 3-D technology company RealD, said the surcharge was still a considerable financial boon, given the recession's clampdown on consumer spending. On Monday, analysts with investment services firm J.P. Morgan said the film could generate a total of $238 million in the U.S. and Canada, well above the original consensus forecast of $190 million. But Goldman Sachs said it expected the film to make $160 million, in part because the poor economy will discourage repeat 3-D viewing. DreamWorks Animation stock ended 1.1% lower at $21.20 on the Nasdaq Monday, outperforming a broadly weaker market. Its 52-week range is $32.73 to $17.32. (Reporting by Alex Dobuzinskis: Editing by Bob Tourtellotte and Carol Bishopric) © Thomson Reuters 2009 All rights reserved Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Hendrix home tape for sale, shows "softer" side Also On Reuters NASA in Colbert conundrum over Space Station name Wagoner's exit puts Bank of America CEO Lewis in hotseat Send Questions: Ask the World Bank President More Entertainment News Malawi court to rule on Madonna adoption bid Friday | Video Rock 'n' roll movie "Boat" just barely stays afloat NBC renews "Friday Night Lights" Ballet performances to unspool for moviegoers Courtney Love sued for Twitter defamation More Entertainment News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video G20 not ready yet for new world currency debate Obama team drops "war on terror" rhetoric Wagoner's exit puts BofA CEO Lewis in hotseat Fox News' Bill O'Reilly boycotting Sean Penn films Asia stocks set for biggest jump in a decade U.S. recession seen not yet bottoming Frustrated Americans cheer Obama's tough auto moves GM bankruptcy threat could break talks impasse NASA in Colbert conundrum over Space Station Obama bringing hefty agenda on European trip Most Popular Articles RSS Feed Video Madonna in Malawi court Loincloths hot among Japan woman Illusionist floats in mid-air Business Update: Wall St. slumps Obama rejects GM, Chrysler plans Pizza vending machine Obama hits the brakes on autos The Awakening in the balance Obama defends budget and dollar And Finally Village for Sale Most Popular Videos RSS Feed Your opinion matters We want to hear from you Learn More Take Reuters online survey Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Interactive TV | Labs | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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