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Released exclusively in China, the re-release of disaster movie '2012' in 3D has already proved to be a lucrative decision for Columbia Pictures.
Back in 2009 ‘2012’ 2D generated almost 75 million US dollars on the Chinese mainland and the China Film Group Corporation worked with Columbia Pictures from July to October to convert the $200 million budget movie into 3D.
The conversion has been released exclusively for the Chinese audience and could be the start of more Hollywood conversions if successful says the distributor.
Thanks to strong support from the Government, China offers huge lucrative opportunities for foreign 3D movies which has spurred increased use of conversion for back catalogue and new 3D movies. Columbia Pictures re-released '2012' after the huge success of Titanic.
Digital 3D screens in China now number 6500, and is expected to exceed 10,000 by the end of the year. It is currently the largest 3D movie market outside the United States. A new study by Ernst & Young predicts that the Chinese box office will surpass the North American box office by the year 2020 with China's media and entertainment industry expected to grow at an annual rate of 17% in the five years leading to 2015.
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