3D offers new spectacle for cinemas

Last week, James Cameron's shiny eco-fable became the first film to clear $2billion since its release in December, and critics and film fans sure aren't buying tickets to soak up the plot.

This has sparked a lot of industry chatter, with George Lucas inevitably popping up to talk about digging out his Star Wars reels for another assault on the big screen.

Cineworld West India Quay general manager David Spence said: "Last year was a successful year for Cineworld West India Quay and a huge year for 3D.

"Big 3D successes included Bolt, Up, A Christmas Carol and of course James Cameron's 12-years-in-the-making 3D film Avatar which has already broken records and wowed audiences.

"3D has proved to be a hit with Cineworld customers and continues to increase in popularity amongst cinemagoers. In 2010 Cineworld looks forward to screening more 3D films including Clash Of The Titans, Toy Story 3 and Alice in Wonderland."

However, it's not just Yoda and Buzz Lightyear that will be shoved in your face over the next few years.

Sky broke ground by slapping Manchester United versus Arsenal onto 3D screens in selected pubs on Sunday, and Docklands cinemas are among those offering England matches in 3D during this month's Six Nations.

Both Cineworld West India Quay and Odeon Greenwich are promising rugby action, and Cineworld said that seats for the opening match between England and Wales on Saturday sold out "within days".

Odeon Greenwich's marketing supervisor Martin McHugh said: "There's a lot of future in it for concerts and for sport. We've all got TVs and we've seen it all before. But with 3D, it's suddenly exciting again.

"We had a number of concerts such as U2 and Hannah Montana last year. I don't really like U2 but I stayed for a few songs and it was great. It felt like you were on bass guitar. It was a real buzz.

"This year we're starting off with the Six Nations in 3D. It's a very good year for sport. The World Cup's coming up this year as well, and we're hoping to see whether what offering we can get with that. It's a possibility."

Odeon Greenwich unveiled its new IMAX screen a year ago, and has two digital screens with more to come in 2010. Martin believes that 3D "came of age in 2009".

He said: "There's a premium to pay, but we're seeing that people are willing to pay it.

"Attendance was up last year, even though there's a recession. We started off with some free educational shows such as Space Station 3D last year, and it was a revelation.

"It's not a novelty. It's more of an immersion. You become part of the effect."

Greenwich Picturehouse general manager Darren Jones says that the cinema is entering what is traditionally its busiest period, as the road to the Oscars raises interest in the "artier" films on offer at the cinema.

However, he added that the Picturehouse had just enjoyed its best spell to date, thanks to slightly more popcorn-guzzling festive fare.

He said: "The last week of the year was the busiest since we opened four years ago, and Avatar was a big part of that success.

"The awareness of 3D is growing. Prior to that most 3D films have been aimed at children and horror audiences, which are not everyone's cup of tea. But we're really looking forward to Alice In Wonderland, which will appeal to families, adults and Tim Burton fans alike."

The cinema had a 3D screen up and running in time for the release of Bolt last year, and a second by the time Up! was released. All of its screens were converted to digital at the end of the year.

Darren says that, while it does show live operas from New York in 2D, the high cost of showing live satellite feeds in 3D is prohibitive for the venue.

However, he added: "Obviously, there are possibilities for some sporting events and we've got the Olympics in 2012, so it's something to think about."