Avatar Case Study 4

4. Where and how is the film being exhibited in the UK?

• The majority of showings are in 3D which will obviously enhance the special effects of the film and will make the audience feel part of the film. However, some cheaper showings are in 2D. Although this detracts from the film, the cinematic effects in 2D also work but not as well. The film was exhibited in 503 cinemas across the UK in its first week, although this declined to 485 cinemas by the second week. The most popular cinema in which to view Avatar has been the IMAX cinemas, where tickets to see the film have sold out almost instantly. This is due to its screens which are designed for 3D viewing and therefore works well with the film. This symbiotic relationship benefits both as the cinema acts as a vehicle for the film and both will make money as a result.
  

http://www.pro.imdb.com/title/tt0499549/boxoffice