People are flocking to theaters to catch director Tim Burton's Alice in Wonderland in Disney Digital 3D. The eccentric flick grossed a beyond-stellar $116.3M through Sunday, crushing multiple Box Office records, including biggest opening ever for a non-sequel. According to boxofficemojo.com, over 70% of audiences experienced the flick in 3D. Alice in Wonderland also set a new opening record for IMAX theaters, taking in a hefty $11.9M.
I was among the many movie-goers who ventured to an IMAX theater this weekend to catch Alice in Wonderland. It was my first IMAX 3D experience. According to IMAX.com, "IMAX theaters are specifically designed to deliver the world's most immersive movie experience ... making audiences feel as if they are in the movie." While this immersing effect combined with Burton's curiously bizarre visuals entertained me to a T, the film as a whole did not strike me as a record-breaking production, but 3D has obvious selling power!
Movies that can be shown in 3D make (on average) an additional $3 per ticket, and audiences are clearly willing to shell out the extra cash for the visually-stunning theater experience. 3D and IMAX theaters are giving people a reason to abandon their OnDemand, look away from their Netflicks, and opt to spend Saturday night at the movies. After all, 3D is not currently offered OnDemand and Apple has yet to come out with an IMAX for iPhone application.
How can Advertising and Public Relations benefit from the selling power of 3D visuals? Well, HDGuru.com reports that Best Buy will be introducing and demo-ing 3D TVs and 3D Blue Ray players at over 200 stores this week. What's more, 3D channels are set to start showing up this June. I wonder when commercials will go 3D. Let me ask you this, if John Mayer suddenly popped from your TV screen to serenade you in your living room, would you be more or less inclined to go out and buy his CD? Likewise, if a slice of Lou Malnati's was projected in 3D before your eyes, would you be tempted to pick up your phone and order one of their renowned deep-dish pizzas? I certainly would.
Because of its captivating visual effects, 3D could be a more potent way to communicate a message effectively to an audience, rendering it a profitable marketing tool-- it's certainly proved profitable for Disney. While the thought of John Mayer serenading you in your living room may seem nearly impossible, Alice and Wonderland's Mad Hatter sometimes imagines 6 impossible things before breakfast, and surely you can too.
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