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Why Theaters Have To Go 3d

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by Kevin Maney
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Apr 20 2007 12:00am EDT

Why Theaters Have to Go 3D

There seems to be a sudden rush to high-tech 3D movies -- both by movie producers and movie theater owners. On the surface, there's a simple explanation: Big-screen home theaters, DVDs and downloadable movies are making it more and more enticing to just stay home and watch a movie.

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(Photo Credit: Walt Disney Pictures)

But beneath that, the dynamics of the move to 3D are an entry point into a whole set of consumer behaviors that are shaping media strategies. Those behaviors are based in the trade-off between fidelity and convenience.

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