DreamWorks Animation's "Dragon" opening disappoints

Mon Mar 29, 2010 3:29pm EDT
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Sue Zeidler

LOS ANGELES (Reuters) - DreamWorks Animation SKG Inc's new film, "How to Train Your Dragon" took in a less than expected $43.3 million at the domestic box office in its opening weekend raising concerns of a 3-D film glut.

"We've all gotten our 3-D fix for the past month with 'Alice in Wonderland' and "Avatar' and the novelty factor is no longer as strong," said Michael Pachter, analyst with Wedbush Morgan, in explaining the family film's revenue shortfall in a weekend when many theater owners also introduced movie ticket price increases.

Analysts had expected "Dragon" to generate opening weekend box office revenues of about $65 million to $70 million.

Shares of DreamWorks, which in 2009 said it planned to release only eight films over the following three-year period, fell $3.56 or 8.32 percent to $39.27 a share.

"It was clearly a disappointing opening for 'Dragon', said Piper Jaffray & Co analyst James Marsh, who noted that despite positive reviews, DreamWorks appeared to miss the mark in promoting the film in the increasingly crowded 3-D market.

While James Cameron's 3-D epic "Avatar" has become the highest-grossing film of all time and Walt Disney Co's "Alice in Wonderland" is a huge success, various entertainment industry experts fear Hollywood's vision of releasing up to 60 3-D films in coming years is out of focus and wonder if ticket premiums are sustainable.

"Dragon" played on over 2,000 3-D screens but it competed with "Alice" for the coveted target 3-D viewing youth audience. And the upcoming release of Time Warner Inc's "Clash of the Titans" also has the potential to dent the international 3-D screen count and consumer appetite for "Dragon," said Marsh.

Nevertheless, some analysts believe the film's strong reviews will help it achieve the long-term box office target of over $500 million.   Continued...

<p>A scene from the animated 3-D family film "How to Train Your Dragon". REUTERS/DreamWorks Animation</p>