Jonas boys grow 3-D exposure


Can the boys beat "Hannah"?

Slightly more than a year after Disney registered a first-weekend haul of $31 million for its "Hannah Montana and Miley Cyrus: Best of Both Worlds Concert" from fewer than 700 3-D playdates, Disney and Imax have agreed to add dozens of giant 3-D screens to the Feb. 27 wide release of "Jonas Brothers: The 3D Concert Experience." That means there should be upward of 1,100 3-D venues playing the concert film, including 55 Imax venues.

The Imax auditoriums supplement engagements in venues operated by other 3-D vendors. With the industry's rollout of 3-D projection a work in progress, Disney will look to tap almost every installed 3-D screen in North America.

The "Jonas" playdates are being promoted as "one week only" engagements, though success in the non-Imax venues could spur Disney to add a week to the pic's run. That's what happened with "Hannah," which unspooled Feb. 1, 2008, and rang up $65.3 million domestically after extending its run for a few weeks. (partialdiff)