Speaking yesterday at an investor conference in Chicago, DreamWorks Animation CFO Lew Coleman acknowledged that his studio would probably have done âsome things slightly differentâ if it had another chance to market âShrek Forever Afterâ (via Home Media Magazine). Though the film has topped $200 million in domestic box office gross, analysts and investors were expecting more â and some have pointed to a subpar 3D conversion of the âShrekâ franchise. âI think you have to make a compelling case to have a 3D movie in 3D, like âAvatarâ and [DreamWorksâ own] âHow To Train Your Dragon,ââ Coleman said. âI donât think we made that case for âShrek.ââ
Reuters reports (via Yahoo)Â that âShrek Forever Afterâ has made more than $213 million in the U.S. and Canada since it opened on May 21. But thatâs only three-quarters of the $285 million the last âShrekâ film earned over the same number of days in 2007 â without 3D. Indeed, higher prices for 3D tickets factor heavily into the revenue figures for the fourth âShrekâ installment: Coleman said that 3D accounts for 65% of the domestic gross, year-to-date, for âHow to Train Your Dragonâ and âShrek Forever Afterâ combined.