The Hannah Montana 3D Concert movie has topped expectations with $29 million for what is normally a slow weekend at the box office due to it being Super Bowl weekend.
With the Super Bowl dominating the weekend, the movie brought in fans to see the concert in 3D said Mark Zoradi, president of Walt Disney Studios Motion Pictures Group.
“We’re looking at this and realizing we made a little piece of movie history,” Zoradi said. “This has been a family movie, and we’ve had lots of parents exiting theaters saying, ‘thank you because we couldn’t get into any of her concerts.’”
The showing was especially notable since it was only screened in about 680 theateres around the country. The movie grossed an average of $42,000 per theater compared to a normal screening of 3000 theateres bringing in $7,000.
This movie was a change from typical movies where it was shown in 3D, this may become a trend in theaters in order to compete against DVD, and online movie showings.
“These 3-D movies can really take you to a place you wouldn’t normally go,” said Michael Lewis, chief executive officer of the company Real D, whose 3-D technology is used in screening the “Hannah Montana” concert movie.
Due to the success of this week, Disney has decided to extend the showing and bring the movie to more theaters.
