DreamWorks Animation CFO Reviews ‘Shrek’ 3D Strategy

June 18, 2010 · Posted in M&E Daily, Today's M&E Connections · Comment 

Speaking yesterday at an investor conference in Chicago, DreamWorks Animation CFO Lew Coleman acknowledged that his studio would probably have done “some things slightly different” if it had another chance to market “Shrek Forever After” (via Home Media Magazine). Though the film has topped $200 million in domestic box office gross, analysts and investors were expecting more — and some have pointed to a subpar 3D conversion of the “Shrek” franchise. “I think you have to make a compelling case to have a 3D movie in 3D, like ‘Avatar’ and [DreamWorks’ own] ‘How To Train Your Dragon,’” Coleman said. “I don’t think we made that case for ‘Shrek.’”

Reuters reports (via Yahoo) that “Shrek Forever After” has made more than $213 million in the U.S. and Canada since it opened on May 21. But that’s only three-quarters of the $285 million the last “Shrek” film earned over the same number of days in 2007 — without 3D. Indeed, higher prices for 3D tickets factor heavily into the revenue figures for the fourth “Shrek” installment: Coleman said that 3D accounts for 65% of the domestic gross, year-to-date, for “How to Train Your Dragon” and “Shrek Forever After” combined.

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