Source: USA Today, BTIG, J.P. Morgan

Moviegoers will be paying more money to see How to Train Your Dragon in 3D this weekend. Some theaters are increasing ticket prices by as much as 26 percent for the latest flick from DreamWorks Animation.


J.P. Morgan's Vasily Karasyov reports that the 3D premium is about 15 percent higher than theaters were getting for Alice in Wonderland, and seven percent higher than for Avatar.

The decision to boost prices is likely due to a number of factors, the most important of which is the obvious interest moviegoers have in seeing more 3D content. The demand is strong, and a price increase isn't likely to keep many patrons at home. Yet even as more digital screens are added each day, there is still a bottleneck happening and that means 3D films are losing screens quicker. Dragon will be hit by the emergence of Clash of the Titans next weekend. Raising ticket prices will help soften the financial blow that comes from losing screens.

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Source: Deadline New York

Tod Williams will helm the sequel to Paramount's wildly successful low-budget thriller Paranormal Activity. Williams is best known for his work on The Door in the Floor, which starred Jeff Bridges, Kim Bassinger and Jon Foster.


The studio has pegged the project for an October 22 release, so that means it will be opening on the same day as Saw VII in 3D. Paranormal Activity was able to keep Saw VI from opening in first place last October, so it will be interesting to see which film wins this round.

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The latest collaboration between Ridley Scott and Russell Crowe will have a grand premiere at this year's Cannes Film Festival. The fest runs from May 12 to May 23, and Robin Hood will play on opening night. The Universal release also stars Cate Blanchett, William Hurt, Max von Sydow and Danny Huston.


Robin Hood hits theaters domestically on May 14, one week after Iron Man 2. is currently predicting a $42 million opening weekend.

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Total tweets for March 26th Openers

Hot Tub Time Machine remained relatively flat on Wednesday as it had the slightest of bumps to 1,834, up from 1,744 on Tuesday. This slowing down on Wednesday might drop its potential a bit since it will now struggle to hit 8,000 tweets for the week. I'm going to tone down my expected ratio to ~1,250 and go ahead and predict a $6 million Friday and $16.5 million for the weekend.

How to Train Your Dragon experienced the typical Wednesday slowdown of films in its genre as it dropped to 1,698 tweets, down from Tuesday's 1,701 tweets. By comparison, Diary of a Wimpy Kid had 494 its Wednesday before release, Cloudy With a Chance of Meatballs had 524 and A Christmas Carol had 1,088. It seems to be on track for 6,750 tweets for the week thanks to its huge Tuesday bump. Its spam levels are definitely higher than most animated films I've tracked thanks to the added attention it has received which is going to push its ratio up a ways. I'm thinking Christmas Carol's 532 might be a solid benchmark here. As such I'll go ahead and predict a 550 ratio which should allow it to hit $12.75 million on Friday and $46 million for the full weekend.

Check back tomorrow to see the Thursday numbers and final weekend predictions. Follow @AlexBOXOFFICE on Twitter for additional updates.

Twitter tracking history. (For 2009's ratio history please check here.)

alltweets031910.jpgThe ratio is the number of tweets per $1 million of Friday Box Office gross. A film with 1,000 tweets and a $10 million Friday would therefore have a ratio of 100. In general, films that appeal to very young or older audiences have lower ratios since those audiences are not big users of Twitter. By comparison, films that appeal to younger audiences (18-35) have much higher ratios since those audiences are much more active users of Twitter.

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