The Force returns to the big screen

The Force returns to the big screen -- in 3D

By
Jan Saxton

March 16, 2011

Fox has set a date for the 3D release of the first instalment in the Star Wars saga (12 February 2012), setting off a wave of excitement and speculation. The six Star Wars films represent probably the most lucrative film franchise of all time when everything is considered, including multiple video releases, movie spinoffs, animated TV shows, games, toys and other merchandise, and the touring live concert. Expectations will be high, but since so much of Episode 1: The Phantom Menace was computer-generated, and the studio is taking its time with the conversion, the 3D version is likely to be a lavish serving of eye candy, potentially comparable to 2009's 3D smash hit, Avatar.

The first Star Wars film, now known as Episode IV: A New Hope, claimed domestic box office of $461m after its re-release February 1997 which added an additional $200m to the total. The 20-year-long wait for another big-screen experience of George Lucas' famous trilogy generated a lot of nostalgia and pent-up demand. But compared to more recently-produced sci-fi epics, the original films seemed rather simple and naïve; the reissues of The Empire Strikes Back and Return of the Jedi garnered only an additional $67m and $57m respectively. Phantom Menace, however, made the most of the computer-generated film techniques that had been developed in the interim. When it was released in May 1999 it became the second-highest grossing film in the series, bringing in a domestic total of $431m.

With the addition of nearly 5,000 3D screens last year, over 20 per cent of US theatre screens were 3D-enabled by year-end 2010. IHS Screen Digest estimates 3D films accounted for $2.2bn out of total US box office of $9.6bn (see February 2011 report, One Fifth of US Box Office from 3D). That $2.2bn in spending was driven by 25 major studio 3D releases; more new releases in 3D are slated for 2011. Star Wars Episode 1: The Phantom Menace, however, is the first major film to be scheduled for re-release theatrically in 3D and should prove to be a good litmus test: will audiences shell out the 3D premium for a film many of them have already seen in theatres, multiple times on disc and TV as well?
Besides the potential for another theatrical run in 3D, the conversion of the Star Wars films will provide a serious boost for both Blu-ray 3D players and 3DTV penetration. Assuming a BD3D release in the fall timed for holiday sales, IHS Screen Digest expects The Phantom Menace to drive an accompanying surge in fourth-quarter 2012 sales of 3DTV hardware and compatible BD3D players. Many titles that have been released in BD3D have been packaged in exclusive bundling deals with 3DTVs, shutter glasses and other related hardware. For months, Cloudy With a Chance of Meatballs was the only title available for retail purchase in BD3D, but that changed toward the end of last year. BD3D titles released in the fourth quarter of 2010 performed better than expected, considering the very limited number of fully-3D-capable households.

Tags:

Countries: USA
Companies: Fox