2009 was a break out for 3D movies with its peak being Avatar success. A lot more new films are expected to come out in 2010. Some older movies that were not shot in 3D are now being recut in 3D (like Lucas' Star Wars series). All big studios are eager to produce in 3D.

However there are costs involved to upgrade cinema's projectors. One 3D projector costs $20,000-30,000. Just shooting a movie in 3D format adds $10-15 million extra to its budget. Studios' bosses say that consumers are willing to trade up for a premium experience, they want to receive valuable experience for a $5 premium. However, it is questionable if the 3D movie is indeed giving a viewer a better experience.

Thus it is all about studios wanting to make more money out of the new technology.

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