Denmark to have 30% digital conversion by end of year

Denmark is continuing its digital push. According to chairman Kim Pedersen, of exhibitors’ association, Danish Cinemas, 68 of the country’s 397 screens are currently equipped for 3D, and he expects the figure to reach 100 by the end of the year, accounting for an estimated 30% of total box office.

The 3D format came off to a flying start in 2010, when US director James Cameron’s Avatar sold 1.2 million tickets, to become the 5^th best-grossing film in Denmark. The Cinemaxx cinema chain registered close to 300,000 admissions – 96% for the 3D version.

For last week’s opening of Shrek 4, Cinemaxx and Nordisk Film Cinemas had increased their number of 3D theatres from 14 to 26, shortly to cater for the premières of Toy Story 3, Harry Potter and the Deathly Hallow: Part 1, and the first Danish 3D feature, Olsen Gang Gets Polished (Olsen Banden – på de bonede gulve).

So far Danish cinemas defray themselves the costs of digitisation, between $135,000-$200,00 (DKK 0.8-1.2m) per screen. “There have been negotiations about participation from US studios, but so far without results,” explained Pedersen.

Some of the expense is covered by a $3-5 (DKK 20-30) 3D fee on top of the tickets, the latter including 3D glasses. And the new experience is attractive to audiences: in January and February Danish theatres clocked in 20% more people than last year, mainly due to the success of Avatar.

From Nordisk Film and A.Film, directed by Jørgen Lerdam, Olsen Gang Gets Polished is a 3D animated revival of the Olsen Gang series – 14 features by Erik Balling-Henning Bahs produced between 1968-1998. The film will be released on Oct 14.