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Study: Overpriced Tickets Could Kill Hollywood's 3D Box Office

3:21 PM PST 1/10/2011 by Bryan Alexander

PricewaterhouseCoopers research shows exhibitors might have to do away with high ticket premiums consumers don't want to pay.

Avatar and standardization of the technology represented “tipping points” for the acceptance of 3D movies, but Hollywood risks killing the golden goose if it overprices tickets and overly saturates the market, according to a study released to The Hollywood Reporter.

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